Sure. It's really -- David, it's really early for targeted advertising and 360L. It's really still in its infancy. Of course, we have about little over 3 million self-pay customers on 360L and somewhere around 12 million vehicles on the road so far. And we haven't opened up anything in terms of a free offering or a true ad-supported offering in 360L to a broader audience.
But it's certainly something we're looking at. We would want to build ideally more volume, but we are doing some testing this year on a reduced content offering, very limited in terms of the volumes. But that could give us some insights in terms of having fewer channels, but more ad-supported across music and talk.
But right now, it's just -- it's really early stages. I mean, I think we do have an opportunity here as the volumes grow to develop and implement more targeted advertising in the 360L platform. But today, it's mostly just broadcast ad.
So the real opportunity with 360L continues to be improving the customer experience in the car, providing more personalization opportunities, more control and discovery, just like we're doing in the app. And I'd say the 360L strategy overall is really three prongs, right? It's rolling out in more OEMs, and we continue to have more announcements there.
Hopefully, as you've seen, as you've seen with Mercedes, Subaru, we have AAOS in market, which helps with the second piece, which is building feature parity, so that the implementations in market have a full set of features, including in-vehicle messaging, ignition on recommendations, which are really just starting to get in market and low volume. So we're really encouraged about what we can deliver there. And we've launched with AAOS in Ford, Volvo and Nissan and more to come.
And then the third part is really about expanding awareness, right? And because we know that the 360L conversion rates are higher than non-360L, but where people actually really understand what the features are and start to use them, they're significantly higher. And of course, the awareness is still pretty low.
And that's why building out better personalized marketing capabilities in car which will start to come really in the second half of this year is going to be key to improving that awareness on a personalized basis and then more generally across our marketing campaigns to our in-car customers.