Ford's roadmap for in-car marketing

Stephen Whiteside

Radio ads – squeezed tightly between stretches of talk and music – have long been a fundamental part of the driving experience.

But Ford has a better idea of how in-car audio can play powerful roles in creating brand-building experiences.

Scott Burnell, its Global Lead/Business Development and Partner Management, reports that this media channel is undergoing a profound shift. More specifically, the growing popularity of connected vehicles, smartphones and other digital-data sources, he suggested, promises to transform the in-car marketing arena – where the average American spends around 45 minutes per day – with a smart mix of sound and speech.

"It is a battleground for audio," Burnell said in describing the evolving automotive environment at the 2017 South by Southwest (SXSW) Conference in Austin, Texas.