Promising markets for digital advertisements are in cars

Automobile manufacturers are working on collecting data by connecting cars and the Internet. Although so-called connected cars can be applied to automatic driving technology, etc., there is a point that it is expected as a promising market of future digital advertisement.

The Car of the Future Will Sell Your Data - Bloomberg
https://www.bloomberg.com/news/articles/2018-02-20/the-car-of-the-future-will-sell-your-data

Ford's CEO James Hackett said at a CES 2018 held in Las Vegas in January 2018, "If the robber got into the car and ran away, would not you want to know where the robbery is now? Data collection may protect drivers from crime, according to the report. Automobile manufacturers, not limited to Ford, are appealing that they can create better driving experiences by utilizing the data collected by in-vehicle sensors. For example, it utilizes information on cars including driver's location information, such as detecting a parking lot with a charging function, prompting a caution at an intersection where accidents occur frequently, and predicting the timing at which a tire is punctured It is argued that driving becomes more and more comfortable.


It is true that connected cars are being developed to improve these driving experiences, but apart from that, there is an opinion that automakers are aiming for "collecting data to lead to driver consumption behavior". To put it briefly, we will sell the user's information to the outside and make a profit.

For example, if you see "a discount coupon for 500 yen that you can use in a pizzeria near you" on the infotainment system of a car stopped with a red light, the driver may purchase pizza. If you detect that gasoline is low and effectively dispose of gasoline discount coupons, users may purchase gasoline.


"The driving behavior of a driver driving a car has more financial value than a search activity on the net," as data told by Roger Ranktott, a consultant cooperating with automakers cooperating with automakers, It is technically possible for AI to organize information and to advertise adequately at the right time. Mr. Ranktto points out that the ultimate goal of car manufacturers is to build a database similar to Google and Facebook now to sell drivers information to external companies.

In collecting user data, privacy issues can not be avoided. For that reason, it is also studied to handle user data as anonymous information, collect it, and use it as big data. Develop a cloud platform of a connected carOtonomoAnnounced on February 20, 2018 that NTT Docomo Ventures will sell $ 3 million (approximately 320 million yen)InvestmentAccording to Bloomberg, we have already tied up with 75 other automobile manufacturers besides automobile manufacturers, including fast food companies, insurance companies, gas stations, urban development companies, etc. And that. For example, a credit company that knows about the breakdown of a car may offer a loan. Also, it seems that banks may exploit the disappearance of employment from the stagnation of the whole activity situation of automobiles and use it for data analysis to grasp the signs of recession.


Of course, as for utilization as big data and use as target advertisement, it is a story of the future in the future for a while, but the data of the car will be utilized as a tool to improve the convenience of the driver at first. Connected gar is already on the market, but it is still limited to some luxury cars. However, there are also indications that real targets are those that purchase low-priced cars. Provide GPS navigation for connected carsTelenavMr. Key Tan predicts that a business model of viewing and listening advertisements will be established in exchange for free services. This is a method already validated on the web and mobile terminals, and it can also be applied to automobile information systems. "In the case of luxury cars, the interior of the car will be safe, comfortable and quiet, but there is much room in the middle class and low-income group of cars to accept advertising in exchange for free service." "Said Tan.

There is a trial calculation that a pop up type advertisement striking in a car's car can generate an average of 30 dollars (about 3,200 yen) per car, and this advertisement fee is calculated by a platform provider such as Telenav and an automobile manufacturer Bloomberg points out the possibility of being divided. Mr. Tan, who responded to the interview at the CES2018 venue, admitted that he had "deep discussion with some manufacturers", although he did not reveal specific corporate names.