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?
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.
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