Autonomous Vehicles and the New Driving Experience: What It Means for OOH Advertising
As connected technologies and autonomous solutions evolve at breakneck speed in the automotive industry, the driving experience is expected to change drastically over the course of the next decade. With this influx of technology on our roads, let’s explore what this means for the relationship between out-of-home (OOH) advertising and drivers, as well as opportunities that present themselves to advertisers as our world, and commutes, become more connected.
One of the main selling points of autonomous vehicles is their ability to create safer roads. According to a study by the Eno Centre for Transportation, if 90 percent of cars on American roads were autonomous, the number of accidents would fall from six million per year to 1.3 million and deaths would fall from 33,000 per year to 11,300.
Such wholesale changes to mobility will take time, but semi-autonomous features, such as lane-assist and adaptive cruise control systems, can be found on roads today. These systems allow vehicles to manage more predictable driving situations, like highway commutes, which free drivers to focus their attention elsewhere. As these systems and other autonomous technologies continue to advance — ultimately making the driving experience less driver intensive and safer — it presents an opportunity for advertisers to create more engaging interactions with drivers. U.S. consulting firm, McKinsey & Company, estimates that autonomous vehicles could free as much as 50 minutes per day for drivers, who will be able to spend travel time relaxing, taking in their surroundings and, of course, seeing roadside ads.
In addition to the increased time available to view OOH ads, self-driving vehicles are going to change how drivers and passengers interact with them as well due to increases in-car connectivity and Wi-Fi capability. Since the driving function will be managed by the car, future billboard technology will have more freedom to tap into that connectivity and communicate with riders directly.