AdWeek: How Marketers Are Turning Your Car Into a Branded Experience

By: Marty Swant

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While autonomous cars won’t be in every garage anytime soon, today’s vehicles have never been more connected. That’s leading marketers, agencies and automakers to transform cars into the next media and marketing platform.

According to Michael Ramsey, an auto analyst at Gartner, marketers need to connect with drivers subtly, reaching them at the right time. Already, agencies are targeting drivers. Mindshare, for instance, is working with Pandora to create audience segments based on who’s behind the wheel.

“Capturing that data will help us build an insight that we may not otherwise know about a certain set of consumers,” said Jeff Malmad, managing director of Mindshare North America’s Life+.

Read the entire piece in AdWeek.