Welcome to the latest episode of The Inside Lane, a 4screen series where we explore the future of connected mobility. Today, we are diving into the exciting world of adtech in the in-car marketing space. Joining us to discuss this topic is 4screen’s very own Head of Sales North America, Jeff Kohl.
Contents:
- Role and Experience at 4screen
- Professional Background and Journey to 4screen
- What Attracted Jeff to 4screen
- Understanding In-Car Marketing
- The Unique Value of Drivers as an Audience
- In-Car Marketing Ad Formats and Their Benefits
- How to Get Started with In-Car Marketing
- Future of In-Car Marketing
- Personal Experiences and Success Stories
- Getting Started
1. Role and Experience at 4screen
Jeff Kohl, as the Head of Sales North America, leads the charge of 4screen’s launch in the US. His team is focused on working with advertisers and advertising agencies to highlight the benefits and uniqueness of in-car advertising, particularly with 4screen. Jeff's role also involves partnering closely with OEMs (original equipment manufacturers) to ensure that the advertising presented to drivers adds value.
2. Professional Background and Journey to 4screen
Before joining 4screen, Jeff spent over 13 years at Google, working in various sales and digital advertising roles. In the latter part of his career at Google, he focused on Waze Ads, helping to build ad experiences within the navigation app. This experience naturally evolved into his current role at 4screen, where he is excited to explore the possibilities of being truly connected to the vehicle and leveraging those connections for effective in-car marketing.
3. What Attracted Jeff to 4screen
Jeff was drawn to 4screen by the opportunity to work with in-car marketing in a way that goes beyond what Waze Ads could offer. The potential to utilize vehicle signals and partnerships to create more relevant and effective advertising intrigued him. The vision and future possibilities presented by 4screen's leadership team further fueled his interest in joining the company.
4. Understanding In-Car Marketing
For those unfamiliar with in-car marketing, Jeff explains that it involves seamlessly integrating brand messaging into the car’s digital interface. 4screen's partnerships team collaborates closely with automotive partners to embed this technology into vehicles. This innovative approach allows brands to communicate their message to drivers through a new, dynamic channel that blends service and promotion, providing contextual value and enhancing the driving and destination experience. This helps on-the-move customers achieve their objectives and goals through the car screen.
5. The Unique Value of Drivers as an Audience
Jeff highlights the unique value of drivers as an audience. Drivers are on the move, out of their homes, and focused on completing tasks like going to the gym, picking up groceries, or dropping kids off at school. This makes them a captive audience with high intent to navigate to solutions presented to them. Unlike other advertising channels, in-car marketing through 4screen can reach this untapped audience effectively, adding value to their journey.
6. In-Car Marketing Ad Formats and Their Benefits
4screen offers several ad formats, including Branded Pins and Sponsored In-Car Search.
- Branded Pins: These act like digital store signs on the vehicle's navigation system, visible from a distance and clickable for more information. Advertisers can update these pins quickly, changing logos or promotional messages within an hour.
- Sponsored In-Car Search: This ad format ensures that relevant advertisers appear at the top of search results within the car’s navigation system, providing additional promotional information when clicked.
Both ad formats aim to make advertising more powerful for businesses while being highly relevant and useful for drivers.
7. How to Get Started with In-Car Marketing
For businesses interested in leveraging in-car marketing, Jeff outlines the process:
- Initial Contact: Reach out to the 4screen team.
- Detailed Explanation: Understand how in-car marketing works and how it aligns with business goals.
- Location Data: Provide location information for accurate targeting.
- Campaign Planning: Develop a plan that meets objectives and budget requirements.
- Go Live: Launch the campaign with a smooth, white-glove service approach, ensuring everything runs seamlessly.
- Ongoing Support: Receive reporting and updates throughout the campaign to ensure it meets objectives.
Download your In-Car Marketing Checklist today:
8. Future of In-Car Marketing
Looking ahead, Jeff sees the evolution of in-car marketing focusing on leveraging vehicle signals, vehicle type, and driving behavior to create a clearer picture of different audiences. This will enable more contextual and relevant advertising, enhancing the overall experience for drivers without being distracting. The goal is to continue adding value to the driving experience while making advertising more effective.
9. Personal Experiences and Success Stories
Jeff has found launching a new platform in a new market both challenging and rewarding. He takes pride in seeing advertisers on the 4screen system, showing ads in multiple formats, and receiving positive engagement from drivers. A memorable moment for him was visiting Germany to meet the internal team and experience the company's culture firsthand.
10. Getting Started
Jeff Kohl’s journey with 4screen highlights the exciting potential of in-car marketing. For businesses looking to explore this innovative channel, Jeff encourages reaching out to 4screen to start building impactful campaigns. Stay tuned for more episodes of The Inside Lane as we continue to explore the future of connected mobility.
For more information or to book a campaign, click here or reach out to Jeff directly at jeffrey.kohl@4screen.com.
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