Your Brand’s Summer Roadmap: Winning Every In-Car Moment, from Departure to Destination 

New Roads, New Routines, New Opportunities 

Summer changes everything. With routines on pause and out-of-office replies activated, people step away from the familiar and lean into movement – road trips, long weekends, spontaneous escapes. In fact, across 4screen’s European markets, on average 62% of the population goes on summer vacation, and half of them travel by car. 

This seasonal shift creates a powerful moment for brands. As drivers navigate unfamiliar routes, they’re making real-time decisions in environments less shaped by habit – and more open to discovery. For marketers, that means new roads bring new attention – and with it, new potential to connect. 

In fact, “near me” Google searches increased by 22% in the EMEA during summer compared to the rest of the year. This shows a clear trend – people want to find what’s relevant, right now, wherever they are. And more often than not, they’re doing that from the driver’s seat. In that moment, the in-car screen becomes more than a navigation tool – it becomes a decision-making companion. 

This is where in-car marketing comes into play – delivering the right message at the right time, directly through the screen drivers are already relying on – during the journey as well as at the destination. 

On the Road: Real-Time Needs While Traveling 

+33%

Navigations to gas and EV stations³

+36%

Restaurant searches⁴

Fuel & EV Charging

One of the most common and urgent needs on the road is refueling or recharging. With unfamiliar distances and longer trips, drivers don’t want to risk running low. That’s why navigations to gas and EV stations increase by 33% in summer. 

Rest stops & Coffee / Food Breaks  

Long drives naturally create the need for food and rest. Whether it’s a quick coffee or a family-friendly lunch spot, drivers make these decisions on the fly. It’s no surprise that restaurant-related searches spike by 36% during the summer. 

Border Crossings & Road Essentials 

In Europe especially, many summer trips cross national borders. That means last-minute needs like buying a vignette, checking driving regulations, or preparing for toll roads. These needs often surface only once the driver is near the border.

At the Destination: Local Discovery in New Environments 

Once travelers arrive, the journey isn’t over – it’s just shifted gears. Now, the focus turns to exploring locally. 

+28%

Parking lot navigations⁵

+44%

Supermarket navigations⁶

Finding Parking 

After hours on the road, the first thing many travelers need is a place to park – especially near beaches, historic areas, or city centers. Navigations to parking lots jump by 28% in the summer, reflecting the scale of this challenge. 

Local Dining & Food Exploration 

Once parked, people shift into exploration mode – and eating locally is often a highlight. Travelers want nearby, well-reviewed options, without having to spend time researching. 

Groceries & Quick Errands  

Summer travel isn’t complete without a few forgotten items. From sunscreen to groceries, drivers frequently search for nearby supermarkets and shops. This is echoed in a 44% increase in supermarket navigations during summer months. 

Showing Up When It Counts: 4screen in Action

Each of these moments represents more than just a need – it’s a decision window. And 4screen helps brands meet drivers in those exact moments, when intent is high, and attention is focused.

Branded Pin 

For drivers navigating unfamiliar environments, branded pins make your location instantly discoverable on the in-car map. They invite spontaneous stops and turn simple proximity into a compelling reason to visit—whether it’s a coffee shop, gas station, or retail store. 

Search 

When drivers are actively looking for something specific – like a restaurant, supermarket, or EV charger – 4screen ensures your brand is shown as the top result. This is especially powerful when users don’t know the area and rely on their screen to make quick, confident decisions.

Recommendation 

Sometimes drivers don’t even search – they simply have a need in the moment. 4screen anticipates those needs by proactively recommending stops for fuel, rest, or refreshment. These suggestions help reduce stress, promote safer travel, and offer convenience in moments that matter.

Detail Screen

The Detail Screen is an extension of 4screen’s core ad formats, designed to deepen engagement right at the moment of decision. It displays real-time location details – such as opening hours, amenities like restrooms or WiFi, and tailored promotions – directly on the in-car screen. By offering helpful context when interest is already high, it turns visibility into action and creates a more meaningful brand experience. 

Ready to Shift Gears?

This summer, your customers are already in motion – drivers are actively seeking places to go, explore, and experience. The real question is: will your brand move with them? 

With in-car marketing powered by 4screen, your brand becomes part of the journey – visible, relevant, and helpful at the moment of decision. 

Connect with a 4screen advisor today and bring your summer strategy to life – from the driver’s seat.

¹ Calculated using figures from multiple public and market-specific sources across key European markets, including Germany, the UK, Italy, France, Belgium, Spain, Switzerland, the Netherlands, Austria, and Poland
² Google Trends 2020-2024, local-language equivalents of “nearby” terms, Summer being defined by July to September 
^3-6 4screen internal data, EMEA July-Sept 2024 vs rest of the year