- Experts predict more ads on in-car infotainment screens, offering brands a new source of revenue.
- Jeep owners have voiced frustration online over ads promoting Stellantis services in their vehicles.
- Safety experts are concerned about the potential distractions that in-car advertising could create.
You may reason that adverts are a necessary evil of living in the 21st century. Whether it be banners while browsing the internet, promos baked into operating systems, or pop-up ads appearing on just about everything with a screen, they can be annoying, but we mostly tolerate them. However, you might’ve hoped that cars would be one place they’d never invade.
But, of course, that’s not the case. One frustrated Redditor recently shared that his Jeep Grand Cherokee’s infotainment screen began displaying an unskippable, clickable ad every time the vehicle came to a stop. Because, apparently, no place is safe anymore.
When we reported on the incident earlier this month, a Jeep representative claimed that the incessant messages were caused by a “temporary software glitch” that prevented owners from opting out. But it highlighted a very real problem: pop-up ads are here, and some Stellantis product owners have been subjected to them much longer – from prompts to join Mopar’s extended warranty program to ads for Sirius XM.
Experts Predict More Ads In Cars
The fact of the matter is that cars are a goldmine for companies looking to expand their targeted ads. Information such as commuting patterns, driving styles, and frequently visited places has the potential to add much-needed personal information to advertising algorithms. Additionally, in-car screens can be used to sell added subscription services, with many automakers already reaping the rewards.
See: Mazda’s $10 Subscription For Remote Start Sparks Backlash After Killing Open Source Option
The potential to sell more than just cars, but data and services associated with them, is immense. Consulting firm AlixPartners estimates that the connected vehicle services market will be worth more than $473 million globally this year, according to a report by Wired. By 2032, that figure could rise to $1.68 billion – which, to add some perspective, would represent a quarter of manufacturers’ revenue.
But it’s not all rosy for companies looking to line their coffers with reoccurring payments or ad revenue. Some consumers have already pushed back, while safety watchdogs are on the lookout, with alarm bells ringing when it comes to unnecessary distractions.
Pushback From All Corners
When BMW announced that they would be putting some features behind a paywall, there was an almost immediate outcry from the public. Having to pay monthly to activate inbuilt functions that were technically already part of a car, such as heated seats, went down horribly – so much so, that the company soon backtracked on the idea.
Read: Native Google Maps Won’t Work On New GM Cars Without $300 Subscription
Although last month’s incident with Jeep was classified as a “glitch,” it showed that if automakers decide to start bombarding our infotainment screens with ads, there will be pushback; just look at the comments on that Reddit thread. This all points to a sobering reality for marketers: there’s only so much consumers can stomach before they begin to object loudly.
Another concern comes from safety advocates, who argue that any pop-up message is inherently distracting and, therefore, dangerous. It’s hard to argue with that – reading and interacting with a text message behind the wheel is illegal, so why shouldn’t a similar unsolicited advertisement be allowed to be pushed out across cars’ infotainment screens?
