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What Is An Interactive Voice Ad?

January 7, 2020 Jennifer Chang

Artificial intelligence (AI) voice-enabled advertising formats are transforming streaming audio apps that deliver music and podcasts, by capitalizing on new opportunities that benefit advertisers and listeners alike. Pandora, one of the largest streaming services in the U.S., embraced this evolution in the audio streaming space by testing out interactive voice advertising, which allows users to speak aloud and respond conversationally to ad content.

What Is An Interactive Voice Ad?

Interactive Voice Ad

Pandora has partnered with Doritos, Ashley HomeStores, Unilever, Wendy’s, Turner Broadcasting, Comcast and Nestle to create entertaining interactive voice ads designed to grab the attention of users and entice them to listen for the full duration of the ads. One of Wendy’s ads asks listeners if they are hungry, and if they say “yes,” the ad continues by offering recommendations about what to eat from their menu. DiGiorno’s ad asks listeners to say “yes” to hear the punchline of a pizza-themed joke, while Ashley HomeStore engages listeners by offering tips on getting a good night’s sleep.

Interactive voice ads allow listeners to respond to a brand’s call-to-action by asking for more information about a product, placing a direct order or completely skipping past the ad. At the beginning of each interactive voice ad, users are informed that they are listening to a new type of ad that requires verbal engagement. If the user says “no” or does not respond within a few seconds, music playback resumes.

How Are Interactive Voice Ads Effective For Engaging With Audiences?

Interactive voice ads offer the opportunity for brands to reach listeners wherever they are, especially during busy moments such as driving, cooking or exercising, when it may be difficult to click an ad. By adding a layer of engagement, advertisers may be able to gain more insights on what users are interested in, which can enhance targeting opportunities.

The interactive voice ad format rolls out at a time when consumers have become more accustomed and comfortable talking to digital voice assistants like Siri, Alexa and Google Assistant. In fact, voice commerce is predicted to grow to more than $80 billion by 2023, mainly through digital purchases.

Looking To Boost Engagement With Your Target Audience?

Digital Media Solutions® (DMS) provides extraordinarily scalable and cost-effective performance marketing solutions. Utilizing diverse digital channels, we help advertisers present branded opportunities to custom-targeted audiences.

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About the Author

Jennifer Chang

After receiving her Bachelor’s Degree in Media Communications from the University of Delaware, Jennifer Chang embraced the world of all things media and digital marketing. Beginning with an internship at McCann Health New Jersey, Jennifer analyzed data and statistics for clients’ websites, researched competitors and conducted market research. Finding a natural fit in Digital Media Solutions (DMS), Jennifer joined the team as a Marketing Strategist, where she uses her high motivation and keen eye for detail to provide support on division-specific marketing campaigns and various advertising lead generation initiatives. She is also a valuable contributor – both writing and editing – for DMS Insights, and enjoys working alongside a team of like-minded individuals.

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