Electric car owners may soon be targeted with digital advertisements while behind the wheel, thanks to sophisticated in-car technology. Some of the biggest car manufacturers have signed deals with German start-up technology 4screen, with adverts likely to come to cockpits sooner rather than later.
Fabian Beste, 4screen’s chief executive, explained that the tool will be designed to detect a problem such as low fuel or a low battery. This will then trigger adverts for relevant nearby options, allowing the driver to pick up key details about amenities in their local area in seconds. This could include details or advertisements for services such as nearby refuelling stations or parking spaces.
The RAC said the tool could be key for allowing motorists to access “genuinely useful information”. However, Steve Gooding, of the RAC Foundation, has also warned that the new technology could provide a serious distraction to road users.
Steve said: “There is a case for alerting drivers to genuinely useful information if their screen is already displaying a map, such as the location of service stations, but unless and until the car is driving itself the principle should be fewer distractions, not more.”
David Bailey, a professor at Birmingham Business School, also warned of the risks associated with the technology. He also suggested the new system could distract road users with "safety" a major concern with the new tool.
David explained: “That big screen in your connected car is simply a screen on wheels for marketers. The big issue is safety. Will ads distract drivers?”
According to 4screen, motorists will receive two notifications if their car is considered to be running in low battery. This will then scan for EV charging stations in a 10km radius of the vehicle’s current location.
4Screen explained: “Charging stations can prompt drivers when their EV battery is low, offering convenient recharging spots. These prompts can include special offers or promotions, enhancing the charging experience.”
Meanwhile, notifications for service stations will also be triggered for drivers to take a rest if the system records the vehicle travelling for two hours non-stop.
4Screen also added: “When a driver parks nearby, quick-service restaurants can use the Destination Arrival prompt to offer incentives like discounts or parking sponsorships, encouraging them to visit for a meal or snack.”
