Now advertising ends up on the vehicle displays. Daimler is already using the advertisements, Audi is following. BMW and VW, on the other hand, are not involved.
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In the car: Kaufland advertising on the navigation display.
© Kaufland
As Kaufland reports here, Kaufland is “one of the first food retailers in the world to become part of the new automotive world”. That sounds spectacular and promising – but behind this new “automotive world” is simply the fact that in the future drivers will see advertising on the screen of their infotainment system/navigation device.
These German car manufacturers deliver advertising in the car
The company 4.screen provides the technical implementation. This connects the vehicles of the automobile manufacturers with the advertising offers of various providers via its cloud solution. This cloud solution is now being integrated into “selected German premium vehicles”.
bmw
but explained when asked by PC-WELT that it was not involved.
Daimler
on the other hand, according to the information available to us, it already uses these advertisements.
Audi
starts in November (see below).
Volkswagen
doesn’t want to participate.
Porsche
hasn’t answered us yet.
When we asked Kaufland itself, it refused to give the names of the car manufacturers who are playing Kaufland advertising in their vehicles: “However, we ask for your understanding that we are not allowed to give any information about 4.screen’s business partners”.
This is what the ad looks like
The drivers should thus receive “individual, mobility-related offers from Kaufland branches that are near them or along their route”. This includes information such as opening hours and local services as well as information about the Kaufland Card. In effect, this is advertising if you strip away the euphonious marketing language.
Of course, Kaufland sees this positively and speaks of “exclusive offers” with which the 4.screen platform would create “added value for drivers”. “The platform is a real innovation for the marketing world. It offers us the opportunity to further develop our broad marketing mix and to address our customers in an even more individual and targeted manner,” says Christoph Schneider, Managing Director Marketing Germany at Kaufland.
The Audi example
Audi announced back in May 2022 that it was working with 4.screen to “improve the future in-car experience”. This cooperation should look like this: “On request, the drivers receive relevant, location-based and tailor-made offers from selected third-party providers via the Multi Media Interface (MMI). The display takes place in the usual Audi MMI logic and the information from the cloud supplements the existing infotainment -Contents”. Audi goes on to explain: “Via the MMI, Audi owners have the option of selecting a wide variety of locations, so-called points of interest (POI), via the touch display and navigating to them – be it a gas station, a supermarket or a restaurant. Through the partnership With 4.screen, Audi wants to significantly expand this offer. Audi customers receive exclusive information and tailor-made offers in real time in their vehicle, but not without their consent.” For example, if the Audi driver uses his MMI to search for an organic market nearby, he can also display additional content such as the additional services currently on offer or offers for the listed results. According to Audi, additional offers for e-car drivers are also conceivable: “For example, the shop operator can offer free coffee with every purchase in the attached bistro or free charging for electric vehicles. In order to redeem the offer, drivers have to enter a QR code that is displayed in the MMI will scan.”
When we asked about the specific implementation, Audi responded as follows: “
It is currently planned that the function will start as announced in Q4/22 (November) in our models with MIB2+ and MIB3 infotainment system (from model year 2019). The offer will initially be available in the German market, with other European markets to follow by the end of the year.
Basically, it should be noted that the customer will never receive unsolicited advertising or information from third parties. This requires an active and “conscious” action on the part of the customer (e.g. searching for a nearby supermarket, selecting a specific store, clicking on additional information). In addition, the customer naturally has the option of deactivating this additional information via the privacy mode (in the vehicle/myAudi app) at any time”.
Audi emphasizes:
As a customer, you have to actively look for a supermarket, hardware store, etc., for example, then select it and in the next step you will see the advertisement.
So no “pop-up” or similar just appears in the MMI, even if you are near a Kaufland branch.
Technical requirements are the infotainment systems MIB2+ and MIB3 (vehicles from model year 2019, to start in selected markets in Europe).
Volkswagen, in turn, informed us that they would not take part in the program.
VW knows where you are and delivers appropriate advertising to your mobile phone
