Ford Motor Company has filed a patent for an in-vehicle advertisement system that may be used in future Ford vehicles, Ford Authority has learned.
The patent was filed on February 23rd, 2023, published on August 29th, 2024, and assigned serial number 0289844.
The Ford Authority Take
Back in May 2021, Ford filed a patent for an in-vehicle advertisement system that would use a vehicle’s cameras to read roadside billboards and subsequently display targeted ads related to those billboards’ content on the infotainment screen. Then, in April 2023, the automaker published another, similar patent for a system that could also display ads and images on a vehicle’s windows. Now, this newly published patent gives us yet another idea for an in-vehicle advertisement system that may be used in future Ford vehicles, too.
These days, consumers are bombarded by advertisements – many targeted, based on their search history and interests or demographics – and it’s obvious that companies like Ford are exploring even more ways to incorporate ads into our lives, too. If this patent comes to fruition, we may one day be presented with even more targeted ads, this time, using things like a vehicle’s destination, location, speed, drive mode, or surrounding traffic to determine what kinds of ads – as well as how many – to display.
In addition to taking a user’s personal preferences into consideration, this system also aims to optimize ads for companies that are paying for them by displaying targeted, relevant spots. However, interestingly enough, Ford also notes in the patent that the sheer number of ads could be tailored to a user’s preference, as well as the history of how they interact with certain ads. This type of system would certainly draw its fair share of criticism from consumers, but it’s also clear that Ford is at least exploring the idea of in-vehicle ads in depth, regardless.
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9/5 update: Ford has responded to this article by saying the patent does not reflect future product plans. Read about the company’s response here.Â
Comment
I see it as a left-handed revenue grab. They could offer an in app purchase on the Ford Pass app that would keep your car’s screen(s) add free. e.g: “Subscribe to Ford Pass Premium for only $4.99 a month for an ad-free experience as you drive!” If one million new Ford buyers opted in, that would be: 4.99 x12 = 59.88 x 1,000,000 = $59,880,000. Add to that the revenue from advertisers to display on Ford pass for those that don’t get Ford Pass Premium.