GM partners with IBM to deliver personalized brand content to connected cars

Image: GM

Connected cars are barely upon us, but already brands are looking for more ways to market users' newly connected dashboards.

document.addEventListener("googletagEvent", function () {
let hideOnMobile = "0";

let isMobileQuery = false;
if (typeof window.dataLayerValues === "undefined" || !window.dataLayerValues.hasOwnProperty('isMobileQuery') || window.dataLayerValues.isMobileQuery) {
isMobileQuery = window.dataLayerValues.isMobileQuery;
}

// Don't display the ad unit if this is a mobile browser and we're supposed to hide the unit in mobile view.
if (isMobileQuery && hideOnMobile === '1') {
return;
}

let hideOnDesktop = "0";
// Don't display this ad unit if this is a desktop broser and we're supposed to hide the mobile ad unit
if(!isMobileQuery && hideOnDesktop === '1') {
return;
}

googletag.cmd.push(function () {
googletag.display('content-embed-one');
});
});

That's the impetus behind GM's newly announced partnership with IBM, which will use IBM Watson, with a user's permission, to track their usual activities and deliver personalized brand content at appropriate times.

The partnership, which the companies announced earlier this week, will implement IBM Watson APIs in the in-vehicle OnStar platform in what the companies call “OnStar Go.” The press release touted quality of life improvements like paying for gas from your dashboard or ordering a cup of coffee that will be ready when you arrive.

document.addEventListener("googletagEvent", function () {
let hideOnMobile = "0";

let isMobileQuery = false;
if (typeof window.dataLayerValues === "undefined" || !window.dataLayerValues.hasOwnProperty('isMobileQuery') || window.dataLayerValues.isMobileQuery) {
isMobileQuery = window.dataLayerValues.isMobileQuery;
}

// Don't display the ad unit if this is a mobile browser and we're supposed to hide the unit in mobile view.
if (isMobileQuery && hideOnMobile === '1') {
return;
}

let hideOnDesktop = "1";
// Don't display this ad unit if this is a desktop broser and we're supposed to hide the mobile ad unit
if(!isMobileQuery && hideOnDesktop === '1') {
return;
}

googletag.cmd.push(function () {
googletag.display('ad-slot_1__mobile');
});
});

eBook

Get the keys to unlock the full potential of 5G

Are you prepared to navigate the maze of challenges involved in deploying 5G infrastructure? F5 can guide you past the pitfalls and help you unlock the full promise of 5G. Download this whitepaper to learn how to navigate this challenge.

Download NOw

FREE COURSE: Are you ready for V2X? Get up to speed at the FierceTelecom Learning Center.

“On average, people in the U.S. spend more than 46 minutes per day in their car and are looking for ways to optimize their time,” said Phil Abram, executive director of GM Connected Products and Strategy. “By leveraging OnStar’s connectivity and combining it with the power of Watson, we’re looking to provide safer, simpler and better solutions to make our customers’ mobility experience more valuable and productive.”

Connected vehicles, while still limited in adoption, have made significant advances in recent years. They serve as a promising opportunity for carriers, which stand to sell data connections to a brand new market segment.

As additional use cases for connected cars come online, carriers will be called upon to deliver more and more data to them. Some of that data will come through new IoT data plans that will connect cars directly to wireless networks, while the rest will come indirectly through smartphones.

RELATED: SAM solutions such as Apple CarPlay leave users frustrated with their cars, study finds

Consequently, advertisers will be looking for ways to use those new avenues of connectivity. Gifted with new contextual information brought by IoT sensors, and machine intelligence provided by IBM Watson, advertisers can use that context to reach users when brands are most relevant to them.

RELATED: GM launches new OnStar service that can deliver promotions to connected cars

So far, five brands have signed onto the platform: ExxonMobil, Glympse, iHeartRadio, Mastercard and Parkopedia.

  • ExxonMobile will use the platform to help drivers locate Exxon and Mobil fuel stations, recommend the best fuel and lubricant product for their vehicle and authorize payment from inside the car
  • Mastercard will let drivers and passengers make payments from their car by integrating the Mastercard security system and Masterpass digital payment service into OnStar Go
  • iHeartRadio will use Watson insights to curate personalized radio stations, including local content from radio stations across the U.S.
  • Parkopedia will provide parking spot information, including opening hours and up-to-date prices as well as booking and payment capabilities
  • Glympse will enable consumers and businesses to manage customized, real-time location sharing with anyone on any device
Read more on

Suggested Articles

Global sales of 5G smartphones are forecast to hit 160 million next year, but that growth hinges in part on Huawei, and on China meeting aggressive 5G targets…

T-Mobile has opened a new lab to test how devices, including 5G smartphones, perform on the operator’s network using a range of current and future technologies.

Bluegrass Cellular is asking the FCC for permission to extend its Citizens Broadband Radio Services (CBRS) tests for another two years.