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Connected cars hold huge potential for marketers but it is unlikely to be fulfilled until autonomous vehicles arrive.

Sales of connected cars are predicted to rise to 19.5 million in the UK in 2022 and the recent announcement of a partnership between Google and Renault, Nissan and Mitsubishi Motors is fuelling speculation about the possibilities for marketers and advertisers.

While connected cars could generate vast amounts of useful data to drive targeted messaging in cars, currently a range of issues look to be holding progress back. There are concerns about cybersecurity and data privacy, and some brands and consumers feel that any ads in their vehicles would be intrusive or even unsafe.

This article concludes that it may not be until autonomous vehicles begin to be widely used that in-car advertising will take off, as they would alter the context and constraints of consumers in their vehicles. But brands should be thinking about future opportunities now to ensure that they’re ready to take advantage.

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[7 minute read]

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