In Car Commerce - Tobin Trevarthen, Founder at Spacial Shift
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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.
In Car Commerce - Tobin Trevarthen, Founder at Spacial Shift
- 1. In-Car Commerce A New Medium Requires a New Lens
- 2. The Medium is the Message -Marshall McLuhan
- 4. The Prize
- 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
- 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
- 15. The Key Ingredients User Value Exchange Location Privacy Context Proximity
- 16. Thank You tobin@spatialshift.com @tobinw