At DASH 3.0 in Detroit Thursday, Director of Connected Car Innovations for Ford Direct, David DeMeo didn't really seem impressed with radio's recent touting of 30 to 40 million listeners. Ford Direct is driving awareness and branding for 30% of Ford's dealerships. "We're seeing a shift in marketing to digital. And now I have a way to track the effectiveness of marketing. I don't want to pay for ears, I want to pay for actions." DeMeo said his wife listens to Pandora and Slacker in the car. "If we can get to the point where those services are as easy to use as standard radio with buttons in the car that listening will catch-up to broadcast radio in the car."