2. Fully automated vehicles (AVs) — the future of transport and mobility in America, which will also become a driving force in the economy.
Americans are exploring trends in automated driving, the duration of the process of its formation, the tasks facing automated driving, and еhe opportunities that it will open for outdoor advertising.
First results: in the immediate future, the use of AVs by car sharing, technology, and manufacturers are likely to be small in scale; drivers will continue to focus on the road and be exposed to OOH in the way they are today. However, the OOH industry need not wait to plan how it will continue to succeed as the various phases of AV development proceed. New "smart" OOH placements, such as smart benches, bus stops, and kiosks offer touch points with consumers. These networks offer opportunities to deliver an improved advertising experience, wireless connectivity, and public service messaging.
As AVs are deployed further, digital signage can become more interactive, engaging consumers whose attention will be diverted from driving. When drivers are no longer focused on the road, local jurisdictions may be more willing to allow dynamic billboard content. Along with research on new technologies, new consumer behaviors, and new spaces for OOH ads, the industry should begin to foster relationships with AV manufacturers and data-driven marketing companies to ensure OOH has a "seat at the table" as policy is discussed and shaped.