As interesting of a new way to market to consumers this is, as a consumer I feel this is beyond intrusive. Like Microsoft’s NUads, I just wonder how many would give their consent to be researched and targeted. I know I wouldn’t like to be bombarded with more advertisements or my information recorded. It is scary how much information advertisement agencies can gain about their consumers. Personally, I also don’t like the idea of knowing that the advertisements are supposed to be more effective to me. I feel like I am the target of mind control and the last thing I would want to sign up for is bring brain washed into spending more money I don’t need to spend…which is exactly what I would do if every billboard I drove by was a Starbucks or other coffee advertisement.
I feel very similarly about this new technology as I felt about NUads: if done correctly, this technology could be invaluable but there is a fine line between improving advertising and going too far. I never considered that the GPS service in my car could be used to track my whereabouts, and honestly I see it as a huge safety concern. The in-depth information this tracking can provide could be dangerous in the wrong hands. However, if done correctly, recording the count of types of places I visit, how many coffee shops per week or malls per month, could help to focus advertising without quite as much invasion of privacy.
I don’t like this idea at all. With the GPS capability of OnStar, theoretically an advertiser or company would be able to track thousands of people’s whereabouts each day. That means after a month, someone would be able to collect enough data to figure out your schedule for every day of the week. This would allow ads to be targeted to consumers in a much better way, but honestly I want to ignore most of the ads I see. For instance, on a long road trip, there might be billboard after billboard of ads for places to stop and eat, when all you want to do is get to your destination. I also can’t figure out how these billboards would change for every car that passes on a crowded freeway. This seems like a safety hazard if people began to watch the billboards change rather than focus on driving.
This seems like a great idea in theory but will not be very easy to execute. If anyone has ever taken a road trip in California,then you know that there are thousands of cars on the road at the same time. What if you were stuck on the 405 in stop and go traffic for 3 hours. Is the billboard going to change every 2 seconds to accommodate everyone with onstar? I feel like it would cause some major traffic accidents as people swerve to get off the exit to Starbucks or McDonalds only to have a feeling of superiority because they feel the billboard was aimed at them. On the other hand, I wouldnt mind knowing the location of every In-N-Out Burger on a road trip from southern California to Oregon. The privacy issues dont bother me, they will only know what you tell them, and if you have a gps or On-Star in your vehicle then you know that your location at every minute is being tracked. That is the price you pay for service and security.
The last few posts about bringing new technologies into advertising such as the ad zapper are starting to rethink my position on the issue. Life is changing we need to embrace it. I love having my rights and my privacy but privacy as we know it is changing to be more “big brother” like. Who better to embrace it then Generation X. Limits need to be set as drivers are all ready distracted enough and cause enough accidents if specially tailored apps start popping up that’s a lot more stimulus in our already clouded brains. When your driving down the road to take your child to school and ads keep popping up your brain will be having many more emotions and desires then the norm where maybe only half of the advertisements you see have any meaning to you. Change is inevitable let it happen.
This is a very interesting idea. As a consumer, it would be helpful to have advertisements along the freeway be tailored for me. It would be nice to see ads for things that I am interested in stopping for, or things that I would eventually like to purchase. However, I am skeptical about how much information would be required to make this a reality. I wouldn’t want advertising companies having too much information about my likes and dislikes or my exact whereabouts. If this became a reality I would need to make sure that I knew what I was getting myself into before agreeing to the service. I look forward to seeing if OnStar can create the software to target consumers using billboards in the future.
I’m game. Bring on the targeted, personalized advertising tailored to suit my interests. I am so sick of being bombarded with ads for new cars I cannot possibly afford or senior medical devices that frankly just creep me out. I would love to see only ads for new Jordan sneakers, computer gadgets and camping gear. Just please don’t flash my favorite porn site on a a billboard as I drive by, that could be awkward.
“If a customer were to choose to participate, it would be very clear what the parameters were. Everything we do would be with customer consent and direct opt-in.” I think this is key in making this idea and technology actually come to life. I would imagine this would be the main concern to people after hearing this idea, it was for me. I believe there will always be a concern with being able to maintain a certain level of privacy, so its great that the people behind this idea have addressed that. That being said I think its a great idea that could be very helpful to many drivers and also a lot safer if they can just glance at a billboard to get the information they are interested in rather than typing a destination in on a smart phone for example, distracting you from paying attention to the road.
I think this is some pretty interesting technology. I don’t see it coming together any time soon. With only 30,000 cars on the road with onstar thats a pretty small number of people to target for advertisements. In the future though when more cars have onstar or some sort of onboard computer I think without a doubt billboards will become target ads. As the article stated companies are willing to pay a lot of money if they know their ads are going to the right people.
Being someone who is already hesitant about how well Facebook and other social networking websites already know me and my interests, it’s concerning that more aspects of my life are going to be under the watchful eye of advertisers. In theory, this technology is a brilliant idea and should raise the eyebrow of advertisers everywhere with the possibility of targeting people who want to be targeted, inside their car, en route to a potential sale. However, if there are 30,000 cars with OnStar’s technology driving around, what advertisements will be shown to the 250 million cars in America driving passed these billboards? Sure, it’s a great idea and opens up many possibilities for the advertising world, but it seems very far from being a potential option in the real world, along side highways and freeways.
These last few posts about technological advancement in marketing and advertising has forced me to come to an unsettling realization. Like Casey, I am also already very uneasy about the amount of information the internet can gather from you. If OnStar began tracking where you go everyday, I think it is an extreme invasion of privacy. Advertising would start to appear in our faces at all time. I believe that strict parameters would need to be stated for this to be successful. From the perspective of an advertising agency, this presents endless new opportunities. This would present the chance to create a very specific message from the personalized information that the OnStar data would provide.
The only thing that these new forms of advertisements are reminding me of is 1984 and Big Brother. Once advertising customers gain the consent of consumers to acquire this information, what’s to stop the government from passing a law or amendment that allows the same permissions? Consumers need to make a stand and tell advertisers and the companies who hire them that this is not a form of advertising that they condone. If just a small group of people condone this kind of advertising behavior, advertisers the world over will begin to utilize it, and then it will be as common place as the types of ads we see on Google, Facebook and Pandora where our searches and interests are used against us. If you don’t believe that Pandora uses targeted advertising, try this: listen to a friend’s Pandora who is the opposite gender you identify with and compare ads.
From all the recent articles I have read it seems like advertising will continue to push privacy issues to the limit. With NUads and now this, it is almost like there is someone always watching you. The level of uncomfortableness varies with different people, making finding a solid middle-ground tricky. Cookies on the internet have been around since its existence, some people would compare this to. I feel that companies knowing where you are and who you are with goes far beyond that, crossing into a whole new boundary as far as privacy issues. Once it is allowed, I feel just like anything else people will become accustom to it and not think twice. Getting people to first consent will be tricky, though I do not feel that it will cause any issues once it does. Another thing I do not like about it is that you are driving. A much bigger distraction is everything you pass being something of interest.
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Depicts 320,000 light bulbs, equal to the number of kilowatt hours of electricity wasted in the United States every minute from inefficient residential electricity usage (inefficient wiring, computers in sleep mode, etc.).