> ## Content Index > Fetch the complete content index at: https://www.nearmedia.co/llms.txt > Use this file to discover other available public pages before exploring further. # Masking Confusion, In-Car Ads, Change the Channel - URL: https://www.nearmedia.co/mask-confusion-in-car-ads-fast-approaching/ - Published: 2021-05-17T20:42:23.000Z - Updated: 2021-05-17T20:47:07.000Z - Author: Greg Sterling - Tags: News ### Mask Confusion Hits States, Retailers Last week the CDC changed its [mask guidance](https://www.cdc.gov/coronavirus/2019-ncov/vaccines/fully-vaccinated.html?ref=nearmedia.co). The agency proclaimed that fully vaccinated people didn't need a mask outdoors or in most indoor settings. Many public health officials were caught off-guard. The US's largest nurses union subsequently [condemned](https://thehill.com/policy/healthcare/553730-prominent-nurses-union-condemns-new-cdc-guidance-on-masks?ref=nearmedia.co) the guidance as too relaxed. Retailers such as Walmart, Starbucks, Costco, Target and Trader Joe's, among others, [almost immediately lifted in-store mask requirements](https://www.usatoday.com/story/money/shopping/2021/05/17/target-mask-policy-retailers-not-requiring-masks-fully-vaccinated-cdc/5111030001/?ref=nearmedia.co). Others are being cautious, however. Apple, for example, will [keep the mask mandate for now](https://www.bloomberg.com/news/articles/2021-05-15/apple-stores-keep-mask-mandate-as-company-evaluates-measures??ref=nearmedia.co). One challenge is that the new rules, which don't preempt local governments, [rely on the honor system](https://www.sfgate.com/news/article/The-new-mask-guidance-relies-on-an-honor-system-16179400.php?ref=nearmedia.co). Only about [36% of Americans are vaccinated](https://www.nytimes.com/live/2021/05/13/world/covid-vaccine-coronavirus-cases?ref=nearmedia.co) – far from herd immunity. **Our take:** - Some states like CA are keeping indoor mask rules in place for the immediate future. But the conflicting guidance has created confusion. - As Mike points out in [an new analysis of proprietary survey findings](https://www.nearmedia.co/survey-mask-mandates-are-going-away-the-publics-anxiety-isnt/), most people remain concerned about COVID and indoor/crowd settings. - Relaxed guidance and conflicting consumer views create an "enforcer" dilemma for SMBs. ### In-Car Ads Are Closer than They Appear A new [patent](https://pdfaiw.uspto.gov/.aiw?docid=20210133810&SectionNum=1&IDKey=1E5A14DC9924&HomeUrl=/&ref=nearmedia.co) from Ford connects in-car ads to out-of-home (OOH). Here's how it would work according to [Gizmodo](https://gizmodo.com/get-ready-for-in-car-ads-1846888390?ref=nearmedia.co): "What Ford wants to do is leverage \[a vehicle's\] cameras to ... use image recognition to put a copy of the \[OOH\] advertisement on a vehicle’s infotainment screens." A couple of years ago Waze tested a campaign with McDonald's in which display ads on Waze [mirrored nearby billboards](https://searchengineland.com/waze-conquers-digital-dark-zone-with-in-car-out-of-home-ad-coordination-314111?ref=nearmedia.co). We should expect more ads on in-car navigation systems over time. We should also anticipate more local-contextual display ads on infotainment screens in general. Gizmodo suggests that, as with ad-subsidized TVs, carmakers might create financial incentives to embrace in-car ads. ![](https://storage.ghost.io/c/03/80/0380d96d-ef7e-450e-96b3-2963e18aaab5/content/images/2021/05/Screen-Shot-2021-05-17-at-11.07.43-AM.png) **Our take:** - The Waze campaign was very effective. And it only measured drivers who immediately went to a McDonald's (latent effect wasn't captured). - Any in-dash ad program needs to be designed with the driver in mind and not primarily for the benefit of ad-revenue growth. - Dash-ads could work if they're part of a completely transparent and opt-in system. If ads are compulsory/involuntary, backlash ahead. ### Are Marketers Emphasizing the Wrong Channels? So argues a recent report ([pdf](https://s3.amazonaws.com/media.mediapost.com/uploads/BlueVennDigitalDivide.pdf?ref=nearmedia.co)) from Upland BlueVenn. It asserts consumer habits have shifted but brands haven't really adapted. Among a range of issues, the report cites marketers' lack of capacity to fully utilize customer data, a related inability to personalize content/communications and myriad operational challenges as culprits. The consumer component examines behavior by vertical and contrasts US and UK shoppers. Overall, the top three places for brand-consumer interaction were: 1) email, 2) web browser (i.e., search) and 3) Facebook. Consumers' preferred shopping channels were: 1) in-store, 2) mobile browser and 3) web browser (#4 was Facebook). ![](https://storage.ghost.io/c/03/80/0380d96d-ef7e-450e-96b3-2963e18aaab5/content/images/2021/05/Screen-Shot-2021-05-17-at-1.08.21-PM.png) Source BlueVenn Digital Divide report (n=4,000 US, UK adults) **Our take:** - There are now multiple studies like this: consumers want X, but marketers/brands are delivering Y. - The report implies the company will solve all your problems, but the data are useful to consider. The operational challenges are harder to resolve. - There are no life-changing revelations but it's a useful reminder for companies to get closer to their customers and understand them. ## Recent Analysis - **Mask Mandates Are Going Away, COVID Anxiety Isn't** [by Mike Blumenthal](https://www.nearmedia.co/survey-mask-mandates-are-going-away-the-publics-anxiety-isnt/). - **Google Empowers Users, Creates New Headaches for Businesses** [by Adam Dorfman](https://www.nearmedia.co/more-content-headaches-enterprises/). ## Short Takes - **Google** [prompting](https://9to5google.com/2021/05/15/google-maps-covid-19-vaccines/?ref=nearmedia.co) users to do COVID vaccine search. - **Google won't match Apple's opt-in tracking** policy, [per report](https://appleinsider.com/articles/21/05/17/googles-upcoming-privacy-changes-wont-match-apples-initiatives?ref=nearmedia.co). - **Apple Maps "look around"** (Street View) feature [expands](https://www.justinobeirne.com/look-around-release-14?ref=nearmedia.co) to Atlanta. - Following Verizon, **AT&T unloads its media assets** in $43B [deal](https://www.cnn.com/2021/05/17/media/warnermedia-discovery-deal/?ref=nearmedia.co). - **WhatsApp's privacy policy strong-arm** [driving users to rival apps](https://sensortower.com/blog/whatsapp-signal-telegram-install-growth?ref=nearmedia.co). - **Twitter blue**, with enhanced features, [will cost $3 per month](https://www.cnet.com/news/twitter-to-call-subscription-service-twitter-blue-charge-3-a-month-report-says/?ref=nearmedia.co). - DOJ's [Eyitayo St. Matthew-Daniel](https://www.linkedin.com/in/eyitayo-tee-st-matthew-daniel-80215984/?ref=nearmedia.co) to lead **FTC's Facebook case**. - Biden [revokes](https://www.theverge.com/2021/5/15/22437627/biden-revokes-trump-executive-order-section-230-twitter-facebook-google?ref=nearmedia.co) Trump order reducing **Section 230 liability protections.** - FTC: **7-Eleven $21B purchase of Speedway** c-stores [is "illegal](https://www.ftc.gov/news-events/press-releases/2021/05/statement-ftc-acting-chairwoman-slaughter-commissioner-chopra-7?ref=nearmedia.co)." - EU high court [ruling](https://www.computing.co.uk/news/4031394/facebook-loses-bid-block-us-eu-sharing-decision?ref=nearmedia.co) may **prevent Facebook from sending data to US**. - **States fill Congressional void** in [regulating tech](https://www.nytimes.com/2021/05/14/technology/state-privacy-internet-laws.html??ref=nearmedia.co). Listen to our [latest podcast](https://www.nearmedia.co/memo/). [![](https://storage.ghost.io/c/03/80/0380d96d-ef7e-450e-96b3-2963e18aaab5/content/images/2021/02/near_memo_banner.png)](https://nearmedia.co/memo?ref=nearmedia.co) How can we make this better? Email [us](mailto:gsterling@nearmedia.co) with suggestions and recommendations.