Mobile ads hit the car dashboard
BMW has announced a project done in coordination with SAP to bring personalized ads to car dashboards based on location-based services.
In a statement, the auto manufacturer said BMW ConnectedDrive already offers numerous location-based information services, with the technology greatly depending on filtering the needs and preferences of the individual user.
"In our vision for a virtual marketplace of the future, the vehicle will provide customers with context-adaptive, preference-based and timely offers and information relevant to their route," says Dr. Jörg Preißinger, project manager at BMW Group Research and Technology.
With the "Virtual marketplace of the future" research project, SAP developed a cloud-based virtual marketplace solution while BMW developed an in-car backend-based software system for getting the marketplace information and services to the customer. The joint project developed basic technologies for parking and couponing.
In the case of parking, a car approaching its destination will send out space choices based on real time local information, including availability and fees, as well as the driver’s personal preferences.
Around couponing, the release states the project "could allow future navigation systems not only to provide information about the quickest route but also to provide recommendations about special coffee deals at filling stations, the best parking deals or even real-time offers at a sports shop along the route — but only if the driver wants."
Australia’s motoring.com.au described other possible scenarios: "Let’s say, for example, you are on a family road trip, somewhere out in the country. Your BMW could flash up with a commercial for a McDonald’s that is only 6km down the road. Or you were simply cruising near a shopping strip and pure merino wool suits were half price, the car would notify the driver."
- Research project "Virtual marketplace of the future". Offers and services along the way – timely, personalized and context-adaptive. – BMW
- BMW considering in-car ads – motoring.com.au
What do you see as the relative pros and cons of mobile advertising in automobiles? Will autos ultimately be a more successful platform for location-based mobile ads than smartphones?