Experts are warning that electric car drivers could soon face in-vehicle adverts as a European company signs deals with some of the world’s largest manufacturers.
As more drivers ditch petrol and diesel vehicles for technologically advanced electric cars, in-car entertainment is becoming more popular than ever.
Electric vehicles often come with a large infotainment screen to replace older buttons and switches with the aim of making vehicle ownership easier and more intuitive.
The central control panel can show maps, heating controls and more, while Tesla routinely updates its operating systems to include games and jokes.
However, a new start-up from Germany, 4screen, could see drivers and passengers greeted with adverts on screens while travelling.
The company offers other businesses the opportunity to advertise on maps in the car, with four “ways to engage”, namely a branded pin, sponsored search, recommendation and detail screen.
It works in a similar way to sponsored searches on Google Maps, where brands can pay to have their business recommended in a more prominent way than other companies.
4screen has already partnered with the likes of McDonald’s, Waitrose, Shell, TotalEnergies and Apcoa Parking.
Major car brands are signing agreements with companies to include adverts in cars
|
GETTY
It has also worked with major car brands like Audi, Kia, Hyundai, and Skoda, as well as recent agreements with Stellantis and Mercedes-Benz.
The technology can also be used to send notifications to the car’s infotainment screen with offers.
In one example, if the electric car is low on battery, the map could show them a route to the nearest EV charger via a coffee shop that has paid for advertising.
The recommendations can also come with offers, including discounts or a free drink, which the likes of Waitrose and McDonald’s have used.
Drivers will be shown sponsored recommendations on map apps
|
4SCREEN
Waitrose reported a 41 per cent rise in store visibility by using 4screen as its in-car marketing partner, while the weekly growth in navigations to McDonald’s rose by 108 per cent.
Drivers may be unaware that some shops, restaurants or other businesses are recommended as the suggestions are designed to blend into the map app.
Fabian Beste, chief executive of 4screen, said the advertising technology “enhances the car’s native system”, by recommending nearby businesses, especially when a vehicle is running low on battery.
He added: “Drivers tend to value contextual help – for example charging, refuelling or parking – when it appears within the car’s own system in the right moment,” The Telegraph reported.
While the system could be used to help motorists find amenities while their vehicles charge, some experts have highlighted potential issues.
David Bailey, Professor of Business Economics at the University of Birmingham, warned that the adverts on the central screen could distract drivers and cause road safety issues.
Mr Beste maintained that the adverts were designed to be “non-distracting”, with pop-up notifications being “optional”.
Steve Gooding, Director of the RAC Foundation, added: “There is a case for alerting drivers to genuinely useful information if their screen is already displaying a map, such as the location of service stations, but unless and until the car is driving itself, the principle should be fewer distractions, not more.”