Summary
- Ford has patented a system that would play personalized ads inside cars
- The system can play video or audio ads based on location, speed, and conversation levels in the car
- Information like speed, GPS, and destination is used to select ads from a service provider
- The system can monitor conversation levels and reactions to adjust the frequency of ads
- The system is designed to potentially play more ads than users would prefer to counteract a natural inclination to avoid ads
Article
Ford Patent Describes System for Personalized In-Car Ads
Ford has recently filed a patent for a system that would play personalized ads inside cars. These advertisements can be either video or audio, depending on various factors such as the location, speed of the vehicle, and whether or not people are talking inside the car. The system is designed to automatically play ads and adjust the frequency based on the driver and passenger reactions. The patent, filed at the United States Patent and Trademark Office in February 2023, describes in detail how this ad-funneling system would work.
How the Ad-Funneling System Works
Before playing an ad, the system gathers information such as the vehicle’s speed, GPS position, and the destination set into the navigation system. Based on this data, the system retrieves an advertisement from a service provider through the internet. Additionally, the system can monitor sound levels inside the car and the cadence of conversations to decide whether to play an audio ad during a pause in talking or a video ad while people are chatting. The system can adjust the rate of ads played based on the car’s location, driving mode, and user reactions.
Privacy Concerns and User Interaction
While the system aims to provide personalized ads, concerns about privacy and user experience arise. Ford acknowledges the need to balance user preference for minimal or no ads with its advertising system. The system is designed to learn from user interactions, such as tapping on the infotainment screen or vocalizing displeasure, to adjust the frequency of ads played. However, it remains uncertain whether such a system will be implemented in production vehicles.
Previous In-Car Ad-Related Patents from Ford
This is not the first time Ford has explored in-car advertising concepts. In 2019, the company filed a patent application for a system that would recognize outdoor billboards and display digital copies on the car’s infotainment screen. This system was intended to allow drivers and passengers to interact with the billboards for various purposes, such as ordering takeout or making appointments. Despite these innovations, it is unclear whether they will be implemented in Ford vehicles.
Future Possibilities and Industry Trends
As technology continues to evolve, automakers are exploring new ways to integrate ads and personalized content into vehicles. While the concept of in-car advertising raises privacy and user experience concerns, it also presents opportunities for targeted marketing and enhanced connectivity. Whether Ford’s patented ad-funneling system will be realized remains to be seen, but it reflects the ongoing innovation in the automotive industry.
Conclusion
Ford’s patent for a personalized in-car ad system highlights the company’s efforts to explore new advertising opportunities within vehicles. While the system has the potential to deliver targeted ads based on user data and interactions, concerns about privacy and user experience must be addressed. As the automotive industry continues to evolve, innovations in in-car advertising and connectivity will shape the future of vehicle technology. Ford’s patent represents one of many possible directions for integrating ads into vehicles, but its implementation in series-production vehicles remains uncertain.
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