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In-Car Content, Marketing and Data-Driven Personalisation

New Analytics, Content Delivery and Advertising Capabilities Drive In-Car Content from Voice to Driverless and Beyond

The days of personalised in-car content, entertainment and marketing are soon to become mainstream with organisations such as Adobe announcing new automotive focused analytics, personalisation and advertising capabilities. Adobe says this will all be delivered in Adobe Experience Cloud in an effort to give brands the ability to deliver unique consumer experiences.

For auto makers and in-car app developers, customer data across various touch points can now be leveraged to inform different types of content including personalised playlists, on-route recommendations and audio ads. Adobe is working with the 10 largest automakers in the world, along with ecosystem players like Automotive Grade Linux project, to advance new digital in-car capabilities.

As the ecosystem of connected in-car services grows – stemming from advancements in voice interfaces, self-driving technology and infotainment system apps – consumer interest and expectations, should, according to Adobe, be on the rise. Automakers and branded apps are being challenged to deliver seamless and personalised digital experiences and in-car content for both drivers and passengers without sacrificing safety.

“In the automotive industry, in-car digital services are opening up new revenue sources and pushing brands to become true experience businesses,” says Amit Ahuja, vice president of Emerging Businesses, Adobe Experience Cloud. “With consumer expectations at an all-time high, content has to be informed with data insights to satisfy individual preferences. Car rides will transform into immersive, personalised digital experiences.”

New connected car capabilities in include:

Understanding Drive Time Behaviour: Brands can begin to capture behavioural signals in the car such as voice interactions. Merged with customer data from other channels, these insights will drive truly personalised experiences. For example, a recommendation service could deliver a fast food restaurant promotion based on location data and known preferences. With Artificial Intelligence (AI) and machine learning, brands have a better pulse on user behaviour through automated analysis and recommendations. If a voice interaction failed and forced the driver to use the touchscreen for example, brands can be notified and improve the experience.

Delivering Personalised In-Car Content: Data insights can be optimised and actioned. Brands can design, manage and serve contextual and engaging experiences such as music or news content on in-car screens. A car maker could deliver a tailored audio message for a new and customised lease offer, for example.

Serving Targeted Audio Ads: As top digital radio and streaming music apps continue to be added to the in-car experience, Adobe Advertising Cloud offers targeted buying of audio ads as part of its cross-channel offering. Advertisers can further personalise in-car audio ads using first-party data as well as a listener’s favourite artists and music genres. And once a driver hears an ad, marketers can retarget audiences across other channels – including video, display, social and search – to drive message recall and conversions.

For more about how vehicles and in-car content will evolve, view this multimedia article entitled: New Breed of Self Driving Cars.

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