Messaging in the Connected Car Must Shift from Visual to Audio

We understand the phone can provide many things to the driver beyond being a communication deviceamp160 It can give directions provide information on food choices gas station locations and even give the driver a headsup on traffic issues Unfortunately it can also provide distracting messages Facebook Twitter Snapchat and other notifications as wellamp160Furthermore geolocation companies are targeting mobile devices and providing incentivebased alerts the vast majority of which are visual in nature at this time If we are to have safety invehicle actionbased messaging the balance needs to shift to more audiobased interactive messagingHow might this workAn example of a location based visual ad today might read amp8220Visit INSERT LOCATION between 2pm and 5pm for an INSERT DEALamp8221amp160 The ad may have calltoaction that reads amp8220Remind Me at 2pmamp8221 or amp8220Remind Me When Nearbyamp8221 amp160To interact with this ad you must look at your phone and tap on the buttons to get the remindersHereamp8217s how the same ad in audio form might work invehicleAn audio ad might say amp8220Visit INSERT LOCATION between 2 and 5 pm for an INSERT DEALamp8221amp160 The ad may have a calltoaction that says amp8220Use your vehicle response to set a reminder by saying amp8220Remind Meamp8221amp160amp160 This action would use the phoneamp8217s reminders to set alerts as well as proximity alerts when a consumer gets close to the locationamp160 The reminder would then be heard in your vehicle when either the time or location occurs amp160The driver neither looks at nor touches their phoneConsumers are using voice Mary Meekeramp8217s Internet Trends 2016 highlighted that voice usage is increasing because of technology improvements and elevated awareness that capabilities exists on devices ownedamp160 She also pointed out that one in five searches on mobile apps in Android are voice and share is growingAlthough consumers are using voice more there are still more questions than answers at this point such asWould this work only for digital radio or could it also work for analog radioamp160Does the phone have to be paired with the car or can the car do this on its ownIf the car is paired with the phone and uses the phoneamp8217s calendar and location services does the technical amp8220plumbingamp8221 need to be all digitalCan we also leverage nonaudible smart tone technology to deliver actionable instructions between the devicesWe donamp8217t need to start from scratch to answer these and many more questionsamp160 Weamp8217ve had lots of experience good and bad with the evolution from the PC environment to the mobile environment in our advertising communityamp160 We have lots of smart people writing standards that have helped those industries grow their infrastructure and gain associated advertising revenuesamp160 We need to leverage the work thatamp8217s already been done through organizations like the IAB ANA and 4Aamp8217s to help amp8220plumbamp8221 the media messaging infrastructure for the Connected Car experienceamp160 Starting now before it becomes too organized is the best time to leverage learnings of our past to grow our futureWe need to explore balancing geolocationbased visual messaging with more audio actionbased messagingamp160 I am invested in this topic both professionally from an innovation standpoint but also personally as a parent of a teenage driveramp160 If we can purposefully innovate in this area we can have a more specific and robust dialogue about providing featurerich and safety in geolocation actionbased invehicle advertisingThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaVillagecomMyersBizNet management or associated bloggersamp160

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Messaging in the Connected Car Must Shift from Visual to Audio

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Cary Tilds

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Messaging in the Connected Car Must Shift from Visual to Audio

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