Following mobile as the third screen, the car of the future is poised to become yet another screen where publishers and advertisers compete for attention.
A new report paints a picture of autonomous vehicles becoming a new frontier aggressively used by brands to build deeper digital relationships with customers.
The study by Forrester suggests that autonomous vehicles will reshape the global economy, dramatically impacting six industries: media, automotive, shipping and logistics, insurance, government and data security and privacy.
Forrester noted the two conflicting visons of self-driving cars: “Enthusiasts predict nirvana; commute time becomes leisure or productive time,” and “skeptics foretell dystopia; mass unemployment.”
Autonomous cars will drive an advertising renaissance, according to the study. “Texting, setting the navigation and playing with the infotainment system all contribute to accidents,” states the report. “But in a world where transport is autonomous, people will consider the physical act of driving the distraction.”
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