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BizReport : Advertising archives : April 04, 2013

App-capable cars new frontier for advertisers

Advertisers can already reach car drivers through advertising on radio, or via billboards and other outdoor advertising. However, according to a new report from Juniper Research, a surge in in-car connectivity could provide advertisers with yet another channel via which to reach this audience segment.

by Helen Leggatt

Consumers are already using apps in their cars but, according to Juniper Research's estimations, come 2017 90 million cars (20%) across the U.S. and Europe will be "app-capable".

Currently, consumers use apps to listen to music while driving, get directions, or send text messages. There are also apps that help find gas stations, enable car-sharing, find a parking space or even avoid speeding fines. Those apps, and more, are slowly making their way from mobile devices to a car's dashboard.

"Incorporating the smartphone into the vehicle has become, and will continue to be, a major driver for automotive infotainment and in-vehicle Internet access," writes report author and Juniper analyst Anthony Cox. "It also opens the door to new business models for content providers and app developers, including the possibility of creating advertising-based models for in-car content."

So, in the next few years, the drive home from work could trigger coupons from a local supermarket, offers from a nearby drive-through restaurant, or even a reminder from the local garage you're about to pass to check your oil.

Image via Shutterstock

Tags: advertising, automotive trends, cars, Europe, mobile apps, U.S.

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