Aha & Placecast Bring Audio Location-Based Ads to the Dashboard



Aha and Placecast have teamed together to deliver location-based advertising to car dashboards. Quiznos is the first brand to use the new service, which will roll out this month as part of a U.S.-wide pilot program.

Anyone with the Aha Radio app or Aha-ready vehicle or device may opt into the service at any time, for free. When users are in the car and the Aha service is connected, they will receive special geo-triggered audio offers for nearby businesses.

Brands can choose to put geofences around their stores or other locations; these geofences are then linked to offers from brands. Advertisements are targeting using demographic and psychographic data, vehicle make/model, and type of music or other content consumed.

With a single click to the ‘thumbs-up’ icon on the display, consumers can choose to have the offer sent to their email address, so they may display the coupon on their mobile phones at the nearby business.

Aha is currently available to more than 2 million vehicles on the road in the United States. By the end of 2013, Aha will be offered in over 50 models of vehicles including Acura, Chrysler, Ford, Honda, Mazda, Porsche, Scion, Subaru and Toyota.

Analysis
It is interesting to see that somebody has finally introduced an in-car advertising format that is not rocket science but is simple and leverages audio, the most common form of advertising in the car... Mobile navigation solution providers such as Telmap, Navmii, Waze, Mappy, TeleNav and a few others have concentrated on "visual" banner ads or sponsored POI searches while the car requires audio ads that not only offer safety to the driver but also a bigger impact on the consumer.

When it comes to in-car advertising inspiration shall be found in radio or streaming radio, not in the web or mobile web. Targeted, location-based audio ads are the future of in-car advertising.

See below a video from Aha demonstrating the service:


Monday, November 25th 2013


Nav & Telematics | Sport and Outdoor | Location Based Services | Tech & Innovation | Market Data | Finance & Legal | People and Jobs | Voices of the industry | Press Releases