Targeted In-Car Marketing Starts In The Back Seat

by , Staff Writer, November 23, 2016




Well before advertising enters the solo driverless car, it will spread to screens facing drivers in the back seats of cars.


And those cars are more likely to be ride-sharing vehicles, like Uber and Lyft.


When consumers are asked what comes to mind when they hear the term ‘shared mobility service,’ almost all (96%) select Uber, according to a new survey.


Uber is not alone in terms of recognition, with 75% of consumers mentioning Lyft, according to a survey by Reportlink.


Marketers may be more interested in rideshare advertising, since millennials are less likely (78%) to own a car compared to 91% of older generations.


Targeted marketing and advertising to back seat passengers already is underway, as I wrote about here recently (Targeted Advertising Moves To Screens In Back Seats Of Rideshare Cars).


Millennials also tuse ride-hailing services more frequently than other generations, with 13% saying they use such services as much as two to three times a week


Rather than worrying about the longer-term possibilities of reaching drivers in driverless cars, the in-car marketing opportunity already exists and is growing. In the back seat.



 


MediaPost.com: Search Marketing Daily

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