Context-aware in-car advertising: the role of message composition and service type

Abstract

The emerging "connected car", with its ability to extract user needs from realtime contextual data streams, provides novel application and business opportunities. For example, service providers along the driver's route can advertise their services and products (such as refilling fuel or engine cooling water) in the exact situation that a driver requires them. We conducted a scenario-based lab interview study that investigated the likelihood that drivers would be interested in obtaining such offers and we explored related user experience aspects. We found that the mere presentation of an advertisement does not provide considerable willingness to follow up an offer. However, when information about the car's status (such as low fuel or tire air level) is provided, drivers appear to be more interested in the offer. Implications and limitations of the study are discussed, and further work is outlined.