Special Assignment

Deals while you drive

CREATED Jun 4, 2014

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MILWAUKEE -- 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."

She doesn't mind sharing her GPS location with advertisers, and really likes 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," Aimee says.

So Aimee is really interested in new location-based technology that can deliver similar promotions through the screen on the dashboard of a car.

Alistair Goodman is with 'Placecast', one company working to deliver ads while you drive. He explains, "The car is the next frontier in terms of delivering content and advertising to consumers." He adds, "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 into the store."

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

Ron Montoya with Edmunds.com says, "There are a number of app developers that are working on a location based ads that would- a consumer would opt into to receive offers while they're driving around and pass a participating location."

But Montoya says deal or no deal, this could be one more distraction that drivers just don't need. "I certainly see it as a great model for walking around, having that offer on your cell phone, but I think for driving it creates too many distraction issues. 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."

Goodman's response to concern over in-car ads? "We've been very focused on driver distraction, and in particular, in delivering the ads in an audio fashion identical to the way you would deliver an ad on the radio. So it's not a big change from the user experience."

As for privacy, companies will have access to users' movements, but many of these are opt in. If you don't feel comfortable with it you can just opt out of it and just not even deal with it.

Goodman assures, "We make very clear what data will be collected and we don't resell that data to any other parties."

Aimee's opinion? She's open to opting-in for savings. "Saving money is, is how we can survive the bad times, so I'm always interested in seeing new ways of doing that."

Pandora recently announced they're sending ads to screens in cars too. Right now, they're not location-based, but they tell us the plan is to ultimately start sending targeted deals to drivers.