How Rush Hour Will Become the New Primetime

In five to ten years the experience for everyone in the car including the driver is going to radically changeamp160 Media companies and advertisers alike are starting to imagine what that might look likeamp160 It39s a new frontier that is only starting to be exploredA few things need to happen for this transformation to occuramp160 The first is we need more bandwidth to get data and content into a caramp160 Right now cellular connections use 4G quotfourth generationquot to connect us to our beloved internetamp160 4G is fast enough to have created the world we live in nowamp160amp160However it39s not fast enough to give us everything we wantamp160 I can watch Hulu on my train ride home but I know I39ll experience some lag or outages along the wayamp160 It39s close but it39s not as reliable or as high quality as the televisions in my homeTo the rescue is 5G which promises speeds that will make our connection to the internet fast enough for a reliable stream of high quality video to all of our devicesamp160 Companies like ATampampT are spending billions to replace 4G towers with 5G upgradesamp160 They are also thinking about the implications 5G will have on the automotive experienceAt Charter39s Spectrum Reach Senior Director of Automotive Product Marketing Patricia Pidgeon believes 5G will also transform the automotive industry39s business modelsamp160 quot5G will usher in a new level of vehicle safety think vehicle warnings augmented realityamp160and imaging displaysquot sheamp160saidamp160 quotIt will pave the way for a better driving experience as a whole enabling optimized speed for traffic lights and advanced signage assistanceamp160 Cars will learn about other cars and their location to warn drivers about the situation on the road in advancequotBeyond safety Pidgeon also said that 5G means we can expect smart vehicles or the quotultimate driver experiencequotamp160 In fact quotcars equipped with internet access and with a wireless local area network will be able to share internet access with other devices both inside and outside the vehiclequot she explainedThe delivery of high quality video content right into our cars will change our consumption habitsamp160 People will still want to watch their own shows but won39t be satisfied with their phonesamp160 They will want a bigger screenamp160 Perhaps riding in a car will be like riding in a plane with everyone having their own televisionamp160 Maybe that doesn39t happen but if people move from interacting on smaller screens to sitting back and watching on larger ones the advertising experience will be more like television than it is on mobileamp160 This TV experience will be like OTT allowing for more personalized advertisingamp160 That39s a huge opportunity for content creators and advertisers alikeDigital media consultantamp160Matthew Goldstein takes it one step furtheramp160 quotIn the new sharing economy a ride in a taxi or Uber could be free in exchange for watching a certain number of ads or if a purchase is made shortly after the ridequot he saidamp160 quotWe won39t be tipping our drivers they39ll be getting a commission off their salesquotThat is of course if there is a driveramp160 We can certainly debate if and when autonomously driven cars will becomeamp160a reality but it won39t be because of a lack of effortamp160 Many companies including Dyson yes the vacuum cleaner company are experimenting with how to manufacture and program selfdriving carsI like many people find it hard to imagine a world of selfdriving carsamp160 However we ignore how quickly new technology is adopted in this day andamp160ageamp160amp160In this video after illustrating the massive disruption in just one decade by automobiles on the horse and buggy futurist Tony Seba makes viewersamp160not only realize autonomous cars are just around the corner but how even the idea of car ownership will seem antiquatedEven if not all of his predictions come to pass assume that some willamp160 Ifamp160as a driveramp160I39m able to take my eye off the road and safely consume content on a screen it changes everythingamp160 Being caught in traffic won39t necessarily be a miserable experienceamp160I can always catch up on the news or my soapsamp160 Perhaps rush hour will become the new primetime for televisionThe advertising opportunities are hugeamp160 For a very long time people speaking about the future of locationbased marketing would cite a specific exampleamp160 Imagine they would say walking by a Starbucks and getting an alert on your phone with a coupon offeramp160 My response has always been how annoying that would beamp160 I don39t want my phone interrupting me with ads as I walk aroundamp160 But that thinking shifts if that same ad is delivered to me as part of a television experience in my caramp160 Imagine a commercial for a restaurant up ahead on the road amp160In that scenario the ads are timely relevant and powerfulThe goal of course is not to always be staring at a screenamp160 I enjoy seeing the country as I driveamp160 We as a family on long drives will put our screens away to talk and see the world as we drive through itamp160 quotAre we there yetquot may be an annoying question but I prefer it to everyone being in their own viewing bubbleThat being said a new viewing experience is coming and it39ll be in our carsamp160 It39ll be interesting to see who drives these new innovations pun intendedPhoto credit Dan GoldUnsplashClick the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

SUBSCRIBE FOR FREE MEDIAVILLAGE CONTENT | BECOME A THOUGHT LEADERSHIP CONTRIBUTOR

How Rush Hour Will Become the New Primetime

Author

Publish date

Channel

Rob Beeler

We Are the Outliers - By Jack Myers

More Videos:

SUBSCRIBE FOR FREE MEDIAVILLAGE CONTENT | BECOME A THOUGHT LEADERSHIP CONTRIBUTOR

How Rush Hour Will Become the New Primetime

Enjoying This Commentary? There's More to Love

Rob Beeler

We Are the Outliers - By Jack Myers

Cookies