At CES They Are Coming After The DASH

Marketers see the future and it is on the automobile dashboard promoting a movie, telling drivers where the closest fast-food location is or how to navigate to the nearest Starbucks. AKQA Media Managing Director Scott Symonds tells AdWeek, “Radio once held drivers hostage as the only form of in-car entertainment. It was ideal for the frequency and localization of messaging. It was a great advertising opportunity that’s sort of fallen out as terrestrial radio has shrunk a little bit.”

Symonds tells the magazine marketers will make cars and the brands inside them more useful. That could mean increasingly localized ad buys on maps, ad-sponsored charge-ups for electric vehicles or brand-subsidized LTE or Wi-Fi.

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