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Targeted ads that track how and where you drive are coming to connected cars

Ms Smith (Network World) | May 5, 2014
Get ready to share your special "moments" with advertisers as Kiip plans to bring ad "rewards" to connected cars and connected homes.

You know websites and advertising networks track you around the web, but now ads that track how and where you drive are coming to connected cars. Eventually, ads that know what you are doing inside the privacy of your house are coming to connected homes.

Mobile advertising company Kiip sells targeted ads that try to be in the "moment" with you in order to offer rewards for specific behaviors and achievements. It's not the traditional type of in-app ad that 60% of US smartphone owners find to be interruptive. Unlike those ads that interrupt you, these ads supposedly occur a tmoments of natural pause. In 2013, Kiip — pronounced as 'keep' — had almost 2 billion "rewardable" moments.

Examples:, a productivity app, offers a reward in the moment when you complete a "to do" list. For games apps, an ad "reward" occurs when players "level up" or rank a "high score." For a running app like MapMyRunKiip CEO Brian Wong told VentureBeat: "You're in a moment where you're literally logging a run. You're sweating. That's a perfect moment for Gatorade to be there to reward you with something."

Kiip's future "is about infiltrating almost any daily activity that involves a smartphone," Wong told Xconomy. "Do you use an alarm-clock app to wake you up on the morning? Quaker Oats may want to be there to reward you with a coupon for a free box of cereal for not hitting the Snooze button."

Kiip partnered with another startup and connected-car firm to offer "relevant, real-time bonuses" while you are driving. Mojio is offering a $149 dongle device that can make even "a dumb car a smart car" so long as the vehicle was made after 1995. Technology Reviewexplained, it "plugs into a car's diagnostic port and streams vehicle data to a smartphone app to help users track their driving, their fuel economy, and their vehicle's maintenance status. Kiip will use data from that device to target promotions inside the Mojio phone app."

Who might be quick to adopt Mojio's device and see targeted ad rewards? It might be the same people who allow insurance companies to track their driving habits in order to pay lower rates, or allow insurance to spy on their kids' "safe" driving habits. Fast Companyreported, "Among the potential target audiences for Mojio-based apps are insurance companies, car repair shops, parking meter and garage operators, and dealerships."  

At the San Francisco ad:tech conference, Michael Sprague, head of partnerships for Kiip,gave these examples for connected car ads: "You get to your meeting early and you should get a free coffee from the place around the block." Or "you just logged 100 miles on a road trip; your phone says, 'Here's a Red Bull.'"


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