The Marketing Corner: Introducing The Fifth Screen

February 23, 2013 11:35 pm Last Updated: April 4, 2013 12:58 am

The mobile space appears to be a very crowded place with various mobile devices such as smartphones and tablets dominating the market.

Consumers play music, surf the internet, and send messages via their mobile devices. Yet, as if we don’t already stare at enough screens, a new screen is emerging and gaining traction.

Growing at a rapid pace, in-car technology, a.k.a. the “fifth screen,” will be able to provide scale and more consumers will be purchasing vehicles with such capabilities. The market will expand as technology expands, given that more than 105.6 million people drove to their workplaces in 2011, based on U.S. Census.

Americans are always seeking new methods of convenience. Conversely, marketers are always seeking new means to capture consumers’ attention. Telematics is a technology method developed for use inside automobiles. Telematics is an auto industry term to describe in-car smartphone data connections and other integrated applications. This technology has been deployed within various car models.

Small business marketers should start tracking this trend to see how using this in-car device can assist in communicating your message. Consumers who purchase vehicles wired with this technology are able to listen to services such as Pandora or Spotify for music enjoyment. Therefore, consideration of these online music services can extend your reach via mobile devices, as auto manufacturers are actively engaging in discussions with new third-party partners. This trend will only increase the number of available models that are wired.

 Right now, it is anyone’s guess which company will become the leading service provider of in-car media. However, consumers will continue to expand their control of entertainment devices. In the near future, this “fifth screen” will eventually have its role in communication goals.

Adele Lassere is a marketing/advertising consultant with 20+ years experience, freelance writer and author of “Elements of Buying: A How To Reference Guide on Advertising for Business Owners,” available at Adele was listed as Black Enterprise’s 2011 Top Execs in Marketing & Advertising and Black Enterprise’s 2013 Top Women Executives in Advertising & Marketing. Contact: [email protected]