Interactive Voice Advertising: Brave New World
“Pandora’s box” originated as a story in Greek mythology and over time became a term for anything which seems valuable at first but turns out to be a source of trouble. There is a new option of advertising on the horizon: “interactive voice advertising,” where listeners can essentially have a give-and-take conversation with the content they are hearing. And its testing ground will be on a well-known music streaming service – Pandora®. But if this new method of advertising takes off, there will be little troubles and only value.
Voice advertising: history in the making? Very possibly.
The time is right for interactive voice advertising. The “smart home” continues to get smarter. The names “Alexa” and “Siri” are called out with increased regularity as “Mom,” “Dad,” and “Rover” (or whatever the family pet’s name is). The power of voice is undergoing a revolution that can be compared to the inventions of the telephone, radio and phonograph, and when silent movies made way for sound. Voice technology is projected to extend from the smart home and smartphone into ad content. And Pandora® will help this burgeoning method be heard loud and clear. (No irony in that statement intended.)
With voice advertising, listeners are in control.
In a recent TechCrunch article, Sarah Perez explained the concept of voice ads and how they work. Their novelty is founded on how listeners will have the option to respond to them by literally “talking back” to the device as it plays a particular audio ad spot. People can either tune out by telling the device to skip a particular ad, or they can request more information if the product or service described is of interest to them.
What does the future hold?
If the projected versatility of “conversations” regarding ad content between customer and listening devices prove to work, interactive voice advertising would be a win-win situation for all. Customers will be able to easily dismiss or welcome what they are hearing, and the marketers who deploy these ads will have a clearer idea of what content works, what doesn’t, and which audiences to either zero in on or avoid, among other factors. And of course Pandora® will stand to gain. On account of name recognition, many brands may be likely to sign on to try this new type of advertising. If it works, Pandora® will have gotten in on the proverbial ground floor of a successful new format.
When will voice advertising be heard from?
While interactive voice advertising is currently in the testing stage, a beta format is expected to launch at some point this year. The voice ads to be played on Pandora® will be powered by Instreamatic, a voice AI platform located in San Francisco.
EGC will keep you informed of any latest developments in voice technology in advertising or any other cutting-edge trends. To learn more about our services and how we can help your brand be seen – and heard – contact us today.