DASH 3.0 Conference Takeaways Presented by Mike Hartel, Market Manager, Alpha Media Columbia

What is the DASH Conference? * The DASH conference is a two day event put on by Jacobs Media and Radio Ink that focuses on the intersection between Radio, Automotive, and the advancing technology of the Connected Car.

What is the Connected Car?  The connected car contains a wireless hotspot to allow your dashboard to have all the same capabilities as your mobile phone or tablet.  GM already has over 1 million 4G LTE connected cars on the road.  Virtually all 2016 models will be connected cars.

How Will That Change Things?

Fasten Your Seatbelt – Here Comes Apple & Android (and others?)

 A 2013 study by IHS Automotive predicted that "connected car systems will yield approximately $14.5 billion in revenue from automotive data … by 2020.” What’s The Big Deal?  Data found in the connected car come from: diagnostics, location, user experience/feature tracking, and adaptive driver assistance systems/autonomy.  When people are out driving, they're likely on their way to purchase something, or at least to stop off at, say, a Starbucks for a coffee. User data based on location, intentions, and preferences is gold to marketers and money to anyone that can harvest, analyze, and process it.

Why suppliers are engaged in the automotive segment ~100 Million new vehicles sold every year ~1 Billion vehicles on the road today ~1 Trillion in yearly revenues are projected generated in the automotive segment in 2020

Many Are Interested in Auto Data

What are you worth (just your internet traffic)? Note – single desktop, does not include work issued laptop, home laptop, mobile phones, iPad_1, iPad_2. Data Source: PrivacyFix, E&A 2013

It is therefore no wonder Apple & Google are doing what they are doing. But what are they doing?

Who’s next is anyone with a digital life mobile ecosystem, including…

How Will This Impact Us? Feedback from the Automotive Industry

“I don’t want to pay for ears, I want to pay for action.” David Dimeo, Director of Connected Car Innovations, Ford Direct  Most of the automotive executives echoed this sentiment. They are focused almost entirely on Lead Generation and Consumer Data.  They understand how readily available consumer data is now, and they view any campaign without a data or a lead generation component as inferior.  Now more than ever, they see Digital as the best way to generate leads.

“If I can’t track it, I don’t want to pay for it.” Karl Zimmerman, Owner Matick Chevrolet  The ability to track and justify their investment is clearly the number two priority in where they place their investments.  We have to change our conversations to demonstrate our ability to generate leads and show ROI.

Some Misperceptions are growing stronger.. “Millennials will not listen to the radio. They will use their Dashboard just the way they use their smart phones.”

Thankfully, we are in the Golden Age of Radio!  82% of people say the first thing they do when they get in the car is turn on their radio!  Among those planning on buying a car, the #1 Most important feature is AM/FM Radio at 89%!  91% of people surveyed said do NOT touch my car radio!  Average age of heavy users of digital is 42, for radio-44, and TV is 57.  In the past, Radio had dialogue with listeners, now we have omnilogue! Much more tools than ever before to engage listeners and drive leads.  “It is very difficult and expensive to achieve scale, but Radio provides great scale at a reasonable price.” Mark LeNeve, VP U.S. Marketing and Sales, Ford  Radio is more mobile than…mobile! 66% of radio listening takes place out of the home, 68% of all streaming takes place at home.  If Radio was invented today it would be called Digital!

Radio is the King of The Road!  New York Times Article, ….and the winner is…Radio? – NYT did an in depth review of all media and found that Radio does the best job in reaching Millennials!  97% of in car audio goes to AM/FM radio, SiriusXM, and personal music. Overall, 72% of all in car audio is to AM/FM.

Ideas!  Automotive Virtual Test Drive – When Dealers and Car Manufacturers were shown Radio’s video capabilities, they were very intrigued. We need to use more unique content and video to drive leads.  Dashboard Demonstrations – As Dashboard’s become more intimidating, shoot video of our jocks showing how easy it is to navigate. For example, video of DJ using voice commands to find their station on the Dashboard (Rock L.A.)  Experiential – Radio’s special events provide powerful opportunities for Dealers to showcase their cars in action with test drives or demonstrations.  Mutt Madness – Pets work every time. Send in pictures of your pets in your car and be registered to win free oil changes for a year.  Mobile – Play a Scratch and Win game on our mobile app and 5 people will win an extra $1,000 off their purchase (199 people participated).

Questions?