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.

1. In-Car Commerce
A New Medium Requires a New Lens

2. The Medium is the Message
-Marshall McLuhan

4. The Prize

5. The Prize
DAILY

6. $200B market ($500B global)
Proximity
Mobile
Payments
LBS
Digital
Audio
Mobile
Display/Vid
eo
$20.9B
$5.8B
$145B
$5.6B
Local
$37B
Local
Digital
$62.2B in transaction
value. Avg. spend per
user $1,294.
CAGR: 3%
Radio
$17.4B
Mobile
$0.9B
Digital
$14.2B
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: 30.6%
CAGR: 11%
CAGR: 2.3%
CAGR: 12.3%
CAGR: 54.2%
(2016 US forecasts)
CAGR: ~ 200%

7. Big Data
Automotive News Report: 'Big data' from a car is worth $1,400 a year, Cisco exec says, August 5, 2013.

8. The Connected Car Migration
Passive Listening Active Listening/Engagement
AM/FM/XM/Sync/Apps
AM/FM/XM/Digit
al
Streams/Proximity
Delivery
A Full Digital Experience
2007 - Today 2015 - 2018 2018 +
1.0 2.0 3.0

9. Existing models The new models
In-vehicle
revenue
streams
Subscription to
Premium
Services
(OnStar)
Royalties paid to
OEM’s
(Sirius XM)
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
Business Models

10. Rethink Access Points
Data
Apps
Embed
Audio Voice
1ST PARTY
3rd PARTY
OBD
TRANSACT
POI
NAV
RADIO
SAT
DIGITAL
TTS
ACTIVATE
Cloud Based Connectivity

11. Context aware + proximity

12. 1.0: Early Behaviors

13. 2.0: Data > Predictive
Programmatic (M2M) Advertising Content
Audio Display LBS POI NAV
Audio/TTS Ad Serving LBS Ad Serving
In-Car Network Platform
Voice &
Sound
GeoSpatial
Call to
Action
Time Data
Streaming
On Demand
Dynamic
Search
Native
In Dash
Sync’d
Mobile
Predictive Routes
Localization
Transactions
Geofencing
Feeds/API’s Ad Products
Reporting
3rd Party
Measured
Localization

14. 3.0: Anticipatory

15. The Key Ingredients
User Value
Exchange
Location
Privacy
Context
Proximity

16. Thank You
tobin@spatialshift.com
@tobinw