In the marketing and advertising field, the term “car media” is used to highlight the growing potential of the car as an advertising medium, both directly and indirectly. While the idea of ​​the car as a media platform is not new, it has taken on a new dimension with the rise of smartphone screens integrated into dashboards and onboard navigation and connectivity systems. The emergence of autonomous vehicles also reinforces interest in this concept, as it suggests increased availability of users who are no longer in the traditional role of driver.