In Car Commerce - Tobin Trevarthen, Founder at Spacial Shift
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In-Car Commerce A New Medium Requires a New Lens
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Presented by Tobin Trevarthen at Autotech Council September 2014 Advertising and commerce monetization of the connected car is possible today. Aha Radio delivered the first in-vehicle advertising execution with Quiznos back in December 2013. This live proof of concept delivered on the idea of distribution a contextually relevant offer, at the appropriate time, with a geolocation overlay that drove accountable outcomes at the cash register. The Medium is the Message is part of the what's next vision for how to create the connected car into a new medium.
Transcript of In Car Commerce - Tobin Trevarthen, Founder at Spacial Shift
In-Car Commerce
A New Medium Requires a New Lens
The Medium is the Message
-Marshall McLuhan
The Prize
The Prize
DAILY
Proximity Mobile
Payments
LBS
$200B market ($500B global)
Digital Audio
MobileDisplay/
Video
$20.9B
$5.8Blocal
$145B
$5.6B
Daily deal Local
$37BLocal Digital
$17.4B
Radio
Mobile
Digital
local
$0.9B
$14.2B
$62.2B in transaction value. Avg. spend per user $1,294.
Source: Radio: RAB Reports; Mobile: eMarketer 12/12 forecast, Magna Global; Local is BIA Kelsey Local Commerce and Local Reports. eMarketer mobile proximity payment forecast 10/12.
CAGR: 3%
CAGR: 30.6%
CAGR: 11%
CAGR: 2.3%
CAGR: 12.3%
CAGR: 54.2%
(2016 US forecasts)
CAGR: ~ 200%
Big Data
Automotive News Report: 'Big data' from a car is worth $1,400 a year, Cisco exec says, August 5, 2013.
The Connected Car Migration
2007 - Today 2015 - 2018 2018 +
AM/FM/XM/Sync/Apps
1.0 2.0 3.0
AM/FM/XM/Digital Streams/Proximity Delivery
A Full Digital Experience
Passive Listening Active Listening/Engagement
In-vehicle revenuestreams
Royalties paid to OEM’s
(Sirius XM)
Subscription to Premium Services(OnStar)
Placement Fees paid to OEM’s(Radio Apps)
Selling Behavioral Data (Insurance)
Selling Enhanced Data to new
sources
High Margin Advertising Local
Commerce
Reimagining the commuting experience
Existing models The new models
Business Models
Rethink Access Points
Data AppsEmbed Audio Voice
1ST PARTY3rd PARTY
OBD
TRANSACTPOINAV
RADIOSAT
DIGITALTTS
ACTIVATE
Cloud Based Connectivity
Context aware + proximity
1.0: Early Behaviors
In-Car Network Platform
Audio/TTS Ad Serving LBS Ad Serving
Voice & Sound GeoSpatial Call to Action Time Data
Audio Display LBS POI NAVStreamingOn DemandDynamicSearchNative
In DashSync’dMobile
Predictive RoutesLocalizationTransactionsGeofencing
Feed
s/AP
I’sAd
Pro
duct
s
3rd PartyMeasured
Reporting
Localization
Programmatic (M2M) Advertising Content
2.0: Data > Predictive
3.0: Anticipatory
The Key Ingredients
User Value Exchange
Location
Privacy
Context
Proximity
