As the number of connected cars on the road today continues to grow, brand advertisers have a unique chance to capitalize on the amount of time people spend captive in the driver's seat. Ky Tang, senior director of business development at connected car and advertising solution provider, Telenav, spoke with eMarketer’s Caroline Cakebread about the new opportunities connected cars will offer advertisers, and the importance of creating a fair value exchange for the consumer.
Where do you see in-car advertising fitting into the current media landscape?
In the battle for consumers' attention, the first screen was the TV, the second was the laptop and the third was mobile. As cars become more connected and human-machine interface (HMI) screens get bigger, we see a unique opportunity in the battle for the fourth screen: the car.