New technology brings savings to consumers as they drive

Location-based advertising targets driver's location using GPS signal

By Eryka Washington - Investigative Reporter

ORLANDO, Fla. - You get ads on your TV, the radio, internet and even your smart phone, but the next spot advertisers are targeting just might surprise you; the navigation screen of your car.

[WEB EXTRA: Get driving deals]

Aimee Brittain is also known as the Pretty Frugal Diva because she is always looking for a good deal.

"Everybody that's around me knows that if we're going shopping together, you better get ready, because I'm going to have coupons," said Brittain.

She doesn't mind sharing her GPS location with advertisers, and loves when coupons pop up on her phone when she's near a store offering savings.

"It lets me know that, hey, they know I'm going by, they know they want me as a customer. I think it's a great thing," said Brittain.

She was excited to try the new location-based technology that delivers deals on her dashboard as she drives.

"The car is the next frontier in terms of delivering content and advertising to consumers," said Alistair Goodman of Placecast, a company working to offer ads while you drive.  

"In the case of this program, it's an audio ad that is actually triggered based on your location. If you like the ad, you click the thumbs up and you get a reminder email sent with a coupon on your phone that you can then take it into the store," said Goodman.

Industry experts say we should buckle up for more of these targeted in-car promotions.

But Ron Montoya of worries the ads are one more distraction drivers don't need while behind the wheel.

"When you receive an ad, you need to sort of process that information, think about it, see if you want to take it, and then press a button to confirm it, so there's a little bit more thinking involved," said Montoya.

When you allow GPS access you give up privacy but, "If you don't feel comfortable with it you can just opt out of it and just not even deal with it," Goodman said. "We make very clear what data will be collected and we don't resell that data to any other parties."

Brittain said she'll opt-in simply because it's a chance to save.

"Saving money is how we can survive the bad times, so I'm always interested in seeing new ways of doing that," said Brittain.

Pandora recently announced they're sending visual ads to dashboard screens, too. 

Right now, they're not location-based, but they tell us the plan is to ultimately start sending targeted deals to drivers.

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