Imagine, you’re driving along a lovely country road in search of adventure, a new direction, or just simply attempting to escape the hum drum of daily life. As you blithely ponder the next fork in the road on your GPS an advertisement inexplicably appears on your screen urging you back to reality. “Welcome to MacDonalds! - next 2 km!”, “Buy a new set of Golf Clubs and get a discounted membership! - next exit on left!”

If this sounds like a waking nightmare, be warned, you aren’t going to like what follows....

Google Maps have officially announced a plan to trial in-map ads which could see an explosion in new Advertising opportunities for businesses in both metropolitan and regional areas. The plan will include the development of new logos to represent some more “easily recognisable brands” including fast food chains, hotels, cafes, retailers, etc. Although Google maps currently have logos depicting the location of schools, hotels and hospitals, the new advertisements will be highly sought after as an alternative for brands to attract those markets who have previously been limited to billboard and signage advertising.

At this stage it is uncertain whether these map ads will be limited to permanent logos hovering above the relevant locations, subliminally hinting at their existence, or if they will be the first of the next phase of full-screen, expandable flash banners, wrapping your entire screen in pure, unadulterated Advertising. Either way, with Australian businesses spending upwards of $700 million per year on Google Advertising and SEO, its clear that this is just the beginning. When it comes to Advertising, you can drive, but it seems you can’t hide.

Australians will be the first to experience this Global pilot project for Google Maps – due to arrive in the coming weeks.