A new era of advertising networks is dawning, and even in-car banner advertising is becoming a reality. Recently, BMW placed a promotion for the movie “Spider-Man” on the dashboards of its cars. When the engine started, drivers saw a banner, clicking on which activated a 19-second animation with music and a light show. The reaction of owners was mixed.
Many did not appreciate the advertising content in an already paid-for car, especially considering last year’s statement by a top BMW executive that the car’s interior is a “private space” not intended for advertising. However, from the perspective of a digital arbitrageur, this only confirms the theory: “everything around us is an advertising network.”
Why are cars turning into advertising platforms?
The logic is simple: any company that controls enough attention has a basis for a media business. Primary data about users (what they watched, searched for, bought, where they traveled) increases the value of this attention, making it targeted. The car is a natural extension of this trend:
- Modern cars are equipped with connected digital interfaces.
- Screens are getting bigger, and software is updated remotely.
- Automakers have direct and long-term relationships with customers.
The potential grows when you consider that autonomous driving will free up even more driver attention. This is mass reach for pennies, if approached with proper analytics.
Transparent statistics and ROI: key questions
BMW and Sony probably know how many cars received the “Spider-Man” banner and how many drivers clicked on it. These metrics describe engagement, but they don’t answer the main question: did this activation lead to movie ticket purchases? Did it create additional value, and how does its contribution relate to the rest of the media campaign?
“Until the industry can answer these questions with the same rigor as in other media plans, ‘Spider-Man’ on the dashboard remains an experiment. As soon as it can, the car will become another advertising network.”
Context is critically important. Advertising in a parked car and a message interrupting navigation will elicit different reactions. BMW limited full animation only to parked cars, which shows an understanding of the importance of context. This is not just an unskippable banner, it’s a new ecosystem.
Alternative to influencers: programmatic video banners
Forget about bloggers and their inflated prices. Here we are talking about CPM cheaper than 50 rubles and pennies for a million impressions. The ability to buy impressions without creating a video, by placing a banner without filming on hundreds of videos – this is real math. This is programmatic video banners in Shorts, Reels, TikTok.
Testing hypotheses for 1000 rubles: how does it work?
For an arbitrageur, this is a goldmine. We can test hypotheses for 1000 rubles, getting transparent statistics. This is an ideal option for:
- Promoting mobile applications
- Advertising crypto projects
- Banners for infobusiness
We are talking about a native banner in Shorts, which does not annoy, but organically fits into the content. This is the lowest CPM in Shorts you can find, and mass reach for pennies.
Frequently Asked Questions
What does “everything around us is an advertising network” mean?
This is the concept that any platform or device capable of attracting and retaining user attention can be monetized through advertising placement. From smartphones to cars and smart TVs.
How to get CPM cheaper than 50 rubles in short videos?
To do this, you need to use platforms that offer programmatic placement of banner advertising in Shorts, Reels, or TikTok, where the cost per impression (CPM) for bulk purchases can be significantly lower than traditional channels.
Is it possible to place banner advertising without creating a video?
Yes, it is possible. This refers to overlay advertising or native banners that appear over existing video content, without requiring the advertiser to create their own video.
Conclusion
The world of advertising is changing, and banner advertising in short videos, and now in cars, opens up new horizons for those who are willing to think outside the box. While BMW is experimenting, we can already order banner advertising and get cheap impressions in Shorts, Reels, and TikTok. Don’t wait for the market to settle – start testing new channels right now and grab your millions.
