The Verge reports that BMW is showing banner advertisements for the movie 'Spider-Man: Brand New Day' on the infotainment dashboards of many BMW owners, a feature the carmaker framed as a 'special surprise.' The Verge's Jess Weatherbed criticizes the move as 'villain behavior,' arguing that drivers should not have to justify ads in the name of movie promotions.
🔍 The Backstory
Automakers are increasingly looking to in-car advertising and connected-vehicle services as new revenue streams, and branded partnerships with entertainment studios are part of that push. Delivering promotional content onto dashboards raises questions about who controls the user experience in a vehicle the owner purchased. Automotive infotainment systems are becoming ever more software-centric.
🎯 Why It Matters
In-car advertising raises concerns about driver distraction and about the growing commercialisation of products consumers have already bought. It points to a broader trend of automakers monetising the cabin through software and partnerships. Backlash against such practices could shape how far automakers push advertising into the driving experience.
The Verge reports that BMW is showing banner advertisements for the movie 'Spider-Man: Brand New Day' on the infotainment dashboards of many BMW owners, a feature the carmaker framed as a 'special surprise.' The Verge's Jess Weatherbed criticizes the move as 'villain behavior,' arguing that drivers should not have to justify ads in the name of movie promotions.
Automakers are increasingly looking to in-car advertising and connected-vehicle services as new revenue streams, and branded partnerships with entertainment studios are part of that push. Delivering promotional content onto dashboards raises questions about who controls the user experience in a vehicle the owner purchased. Automotive infotainment systems are becoming ever more software-centric.
In-car advertising raises concerns about driver distraction and about the growing commercialisation of products consumers have already bought. It points to a broader trend of automakers monetising the cabin through software and partnerships. Backlash against such practices could shape how far automakers push advertising into the driving experience.