Could In-Car Pop-Up Ads Become a Reality? Experts Believe It's Possible | Carscoops

      Marketers aim to target your in-car infotainment systems, with an increase in pop-up ads anticipated in new vehicles.

      23 hours ago

      by Sam D. Smith

      Experts foresee a rise in advertisements on in-car infotainment displays, providing brands with a novel revenue stream.

      Jeep owners have expressed their discontent on social media regarding ads promoting Stellantis services in their cars.

      Safety specialists are worried about the possible distractions that in-car advertising might cause.

      You might consider advertisements an unavoidable aspect of modern life. From banners on web pages to promotions integrated into software and pop-up ads on nearly every device with a screen, they can be bothersome, yet we generally put up with them. Still, you may have hoped that cars would remain free from this intrusion.

      Unfortunately, that is not the situation. A frustrated user on Reddit recently recounted that the infotainment screen of his Jeep Grand Cherokee displayed an unskippable, clickable ad each time the vehicle halted. Clearly, no space is safe any longer.

      We reported this incident earlier this month, and a representative from Jeep stated that the persistent ads were due to a "temporary software glitch" that prevented owners from opting out. However, this incident underscored a significant issue: pop-up ads are now a reality, and some Stellantis vehicle owners have experienced them for an extended period – ranging from notifications to join Mopar’s extended warranty program to ads for Sirius XM.

      Experts Forecast Increased Car Advertisements

      The reality is that vehicles present a lucrative opportunity for companies aiming to broaden their targeted advertising. Insights such as commuting habits, driving behaviors, and frequently visited locations can greatly enhance advertising algorithms. Moreover, in-car screens can be utilized to market additional subscription services, with numerous automakers already benefiting from this strategy.

      For instance, Mazda’s $10 monthly fee for remote start faced backlash after eliminating an open-source option.

      The ability to sell more than just vehicles, but also related data and services, is substantial. According to a report from Wired, consulting firm AlixPartners anticipates that the global connected vehicle services market will exceed $473 million this year. By 2032, this figure may surge to $1.68 billion – which represents about a quarter of manufacturers’ revenue when put into perspective.

      However, the situation is not entirely favorable for companies seeking to enhance their earnings through recurring payments or advertising income. Many consumers have already voiced their opposition, while safety advocates are raising concerns over unnecessary distractions.

      Resistance from Various Stakeholders

      When BMW revealed plans to place certain features behind a paywall, there was a swift public backlash. Charging a monthly fee to enable built-in functions that were inherently part of the vehicle, like heated seats, was met with strong disapproval, leading the company to quickly retract the idea.

      Last month’s Jeep episode was categorized as a “glitch,” yet it demonstrated that if automakers choose to overwhelm infotainment screens with advertisements, they will encounter resistance; the comments on that Reddit thread serve as a testament to this. This trend suggests a sobering truth for marketers: there is a limit to how much consumers are willing to accept before they begin to protest vocally.

      Another worrisome issue comes from safety advocates, who argue that any pop-up ad is inherently distracting and, as a result, hazardous. It’s tough to dispute that – engaging with a text message while driving is illegal, so why should a similar unsolicited ad be permissible on cars' infotainment displays?

      Photo RahRahRasputin_ / Reddit