Forget Digital Billboards On Highways, Put Them In Cars!
January 5, 2015 by Dave Haynes
General Motors is touting a new OnStar feature, announced at CES, that would push hyperlocal advertising and promotions to equipped cars and, presumably, their dashboard screens.
Called AtYourService, the opt-in feature would enable “information, convenience and money-saving values” to be automatically delivered to cars. For the launch, GM referenced how the service could push directions and a deal from the nearest Dunkin’ Donuts.
The OOH business has always had a highway advertising competitor in over the air and satellite radio, but with screens taking the place of simple radios – and LTE connectivity increasingly common – the dashboard may turn out to be a real advertising platform. Were I driving an OnStar-equipped car, I’d be wanting my subscription subsidized or free in return for putting up with ads.