BMW Developing In-Car Advertising

Trevor Collett | Jan 29, 2014

BMW is working to expand its ConnectedDrive in-car infotainment system, with a trial program ‘virtual marketplace of the future’.

The program is designed to make it easier for companies to ‘advertise’ while you’re on the move - but only ads that are relevant to the driver’s current needs, and “only if the driver wants”.

BMW uses the example of a driver looking for somewhere on the satellite navigation system to refuel the vehicle, and being offered a free cup of coffee if they choose a particular service station.

If the driver agrees, the sat-nav will then guide them to that particular service station, where the driver can use their smart phone to claim the reward.

ConnectedDrive already offers information on nearby service stations, hotels, restaurants and more, using the vehicle’s current location as a guide, but this will be the first time companies have been able to influence the driver’s decision, using offers and advertising.

“In our vision for a virtual marketplace of the future, the vehicle will provide customers with context-adaptive, preference-based and timely offers and information relevant to their route,” BMW’s Dr Jörg Preißinger said.

BMW formed a partnership with software manufacturer SAP in 2012, with the latter developing a cloud-based virtual marketplace with a focus on ‘real-time offers’ based on the driver’s current location.

An app installed in a BMW 7 Series test vehicle was then used to transmit offers to the driver, along with monitoring the driver’s journey to suggest other services along the way, such as parking close to the driver’s destination.

No word yet on when we’ll see this technology rolled out across the BMW range, but with the idea of sending user-specific offers and advertisements straight to a car’s display screen, we suspect it will be sooner rather than later.

Filed under: BMW, Technology, News, bmw connecteddrive, advertising

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  • Steve says,
    11 months ago
    1 like
    I wouldn't mind this technology, so long as it's not popup ads while driving past, lets say, McDonalds, and having "QUARTER POUNDER MEAL DEAL ONLY $8.00 NEXT EXIT" or whatever taking over the sat nav screen... which is probably where it will end up going. Imagine how lucrative that revenue would be for car makers and advertisers.
  • John Doe says,
    11 months ago
    1 like
    Wife: Honey, I just drove your car, why were there alot of ads for escort services and dating sites?
    Husband: Umm, errr....
  • walker says,
    11 months ago
    i will not buy a bmw if the have in car ads, no frikn way
  • chemkid1995 says,
    11 months ago
    Cars seem to be getting more and more complex as it is, which makes me wonder "what's the point?". Cars are either for the enjoyment of driving, or to move you from A to B
    Advertising "in car" when you aren't using the touch screen would make sense, but only if there was a significant cost reduction in the drive away price (I'd assume BMW would offer that to attract young buyers) AND it wasn't distracting you from driving.
  • chemkid1995 says,
    11 months ago
    2 likes
    I'd also hate to see the overall cost of this scheme- assuming the car would access the internet every so often to download ads, you'd rack up a huge phone bill pretty quickly
  • 5valvepercylinder
    5 valve per cylinder says,
    11 months ago
    Yeah right.. more interference is what drivers' of the ultimate driving machine are longing for.
  • Dr. Know says,
    11 months ago
    I think we get more than enough ads on TV when we're trying to watch something. An enjoyable drive/ride doesn't needed the same crap. Can one disconnect their Connected Drive? Hope so!bleh
  • Nightshader says,
    11 months ago
    Oh no!! ads in a car. That would have to be the most distracting thing ever right...

    I'm so glad we don't have any device in the car already capable of yelling advertisements at you.

    What's this radio thingy you speak of??

    It's not hard to find the cracks in popular media issues.
  • martin says,
    11 months ago
    ads should offset BMW costs and make their cars cheaper, right!biggrin
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