Lately, when it’s come to mobile communications, size matters. On one end of the spectrum, wearables are pushing the envelope smaller and smaller. And on the other end, ever since Samsung launched the Galaxy Note, some devices have been getting larger and larger. Even Apple, which stubbornly resisted anything approaching a “phablet” gave in and introduced not only a large iPhone but an XL version, too. So what’s the next big thing in mobile?

Apparently, it could be parked in your driveway. That’s right, your car.

Rumor has it that Apple is at least tinkering with the idea of its own car. Some say the company has its mind set on building a car from the ground up. At least one report claimed the company wants to acquire Tesla. So far, it’s all just speculation, something that sounds like a fairy tale to be honest, but the mere mention of an Apple car was enough fodder for The Onion to crank out some comedy gold.

Setting aside the rumors, one bit of Apple automotive news is a fact. In 2014, Apple collaborated with nearly every major vehicle manufacturer available in the United States to integrate its CarPlay functionality as an option on some new models. Basically, CarPlay allows the driver to use the car’s built-in touchscreen, knobs, voice commands and other controls to operate their iOS device hands-free. Certain iOS apps have been optimized for CarPlay. For instance, in the case of Apple Maps, the map displays on the car’s in-dash, heads-up display. For the most part, CarPlay is still in its infancy and seems only a baby step improvement from simple Wi-Fi streaming to the car.

Likewise, Google is developing Android Auto to help your Android device and its apps communicate more seamlessly with your car in ways that are optimized for the driver’s convenience.

All pretty cool for that driver, but what’s important for you to start thinking about is what kinds of opportunities this technology will create for you, the advertiser. Let me play out just two scenarios in the not-so-distant future that build on an article written by Sherie Wigder last month.

Let’s say you’re the independent owner of several casual restaurants scattered around a major city, and your goal is to increase carryout orders by 10 percent this year. You could buy media time to deliver a marketing message to restaurant seekers through an app like Yelp only to devices that are in close proximity to your restaurant. That’s targeting to a motivated audience that can easily reach your restaurant. This isn’t futuristic stuff here. It’s possible today. But here’s the extra element the car brings. The car means that your mobile audience is literally mobile and capable of visiting the restaurant, not necessarily true when the mobile audience is on foot or just happens to be in the neighborhood. Your ad could include a prompt for driving directions to your nearest location, which would be delivered to the car’s navigation display via the mobile device. What’s more, the offer could be for drive-thru orders only, helping you increase your carryout goal. AND your marketing message could include a “virtual coupon” that your customer could save to the device and redeem while ordering. AND assuming that Apple Pay (or some other mobile payment system) comes to fruition, the whole sale could be made without even stationing an employee at the drive-thru. All you need is a little voice recognition technology. [Incidentally, Siri would be the undisputed Employee of the Month.]

Mind blown? Then how about this?

You’re the CMO of a national tire retailer, and you need to promote snow tires to customers in the Northern states. You know customers are most likely to buy snow tires when weather forces them to do so. Fear is a great motivator like that. So you could do what you always do and buy local radio or national TV time in the wintertime when snow may or may not be in the forecast, OR you could deliver an audio message via mobile device only to drivers getting snow at that exact moment in time. You can do this because those drivers have location services turned on in the weather app where you’ve bought advertising. You’d know where they are and you’d know they were getting dumped on while driving around. Compelled by your brilliant ad about the dangerous blizzard they’re facing, drivers responding to your ad could use their automotive-optimized app to follow driving directions to your nearest tire store for a cup of hot cocoa and a safer set of $1,000 tires.

As a consumer of technology, I’m not overly excited about Apple CarPlay or Android Auto. But as a marketer, my imagination is racing through all the possibilities.

All thanks to the heaviest mobile device ever invented.

This was previously published on The M/C/C Blog.