Advertisers are constantly thinking about how they can expand their reach, and it appears that the automotive industry is their next large step.

A California-based company called Telenav, which already collaborates with carmakers such as GM, Ford, Lexus and Toyota, is planning a so-called “in-car advertising platform” for vehicles with internet connectivity, SiliconBeat reports.

This is a program that serves ads directly into the car, making owners pay more for connected services if they choose to decline them. However, due to possible driver distraction, the system will only display the ads upon approach, at startup, and at traffic lights, Telenav said, a problem that will eventually disappear once fully autonomous driving becomes a reality.

One of the company’s spokespersons said that “this approach helps carmakers offset costs related to connected services, such as wireless data, content, software, and cloud services”, adding that “in return for accepting ads in vehicles, drivers benefit from access to connected services without subscription fees”.

“Telenav research shows users are receptive to ads when they get something of value in exchange”, added Ky Tang, the company’s Executive Director of Strategy.

Meanwhile, a Telenav press release read as follows: “Relevant ads such as coupons and recommendations are delivered to customers based on information from the vehicle, including frequently traveled routes, destinations, and time of the day.”

“As an example, drivers can be encouraged to pick up a discounted pizza on the way home, or be alerted to sales at stores near their destination. In addition, when the vehicle is low on gas, the platform points out nearby stations along the driver’s route, potentially with discount offers.”

Most of the ads are said to be static, while others will be animated but, for the time being at least, they won’t contain any audio, according to the company.

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