In less than a decade, a new entertainment center will be opening, at which over a 128 million Americans will be spending an average of 50 minutes per day (25 minutes per session).
The entertainment center will be your driverless (autonomous) car as you commute to and from work.
The driverless car will make what is now illegal, the use of devices like phones, tablets and video players, legal.
The daily ritual of piloting a car in bumper to bumper traffic will become a visit to a media center.
Imagine the potential for media companies, game developers and advertisers!
Drivers will no longer have to limit themselves to audio entertainment. The world of internet content, games and video will be completely open. Combined with in-car Wi-Fi, the commuter in 2025 will have access to a lavish number of choices.
Content informed by Context
Your car isn’t your living room. As with all media, the content people consume will be influenced by the context in which the media is received.
Many of us have experienced the irritation of an in-flight movie that is 10 minutes longer than a flight! Content designed for commuters will be configured to play in the time commuters have to consume the content.
Content will be designed to compete with distractions not present in a living room. Multi-player games will be designed with other commuters in mind.
Advertisers will take advantage of the fact that their prospective customers will be on the move. Ads will take account of the location of the commuter and will direct the potential customer to the nearest store. The commuter will be able to indicate a willingness to buy and the goods will be waiting curbside.
Advertisers won’t have to hope you’ll remember their ad the next time you go out, you’ll already be “out”. Advertisers will happily pay more because an ad that leads more directly to a sale is worth more.
Unlike GPS technology on your phone, the navigation systems in a driverless car will always have knowledge of your destination and your projected route. This information will be of unique interest to advertisers who will want your business along your journey.
Advertisers will be able to bid for ads that anticipate your arrival ahead of time. Rather than wait until you’re proximate to their store, the advertiser will be able to anticipate your arrival and soften you up with enticing offers as you travel in their general direction.
Entertainment will also be contextual in terms of the location of the vehicle. Rather than compete for attention with the vista outside the car, some entertainment may incorporate the information that organically presents itself outside the window.
Travelers will be able to take tours where the sights are pointed out and explained. Shoppers will be able to see inside the shops and check to see whether a visit is worthwhile. The outside of your car and the inside will be connected in ways beyond our current experience.
Some commuters will use the time to extend their work day. Mobile phones have already made this possible, but driverless car commuters will be able to engage in the full range of online activities.
Whether passengers in driverless cars are playing or working, they will be spending nearly 10% more time in front of screens than they do today. This represents a huge increase in the global revenue available to a wide range of media and internet companies.
So start the countdown, because the driverless car will represent a major opportunity for everyone in the media and online industry, not to mention exponential growth for mobile data providers.