The audio advertising space is undergoing a boom, and the need for innovative and interactive audio experiences that captivate and engage listeners has never been more critical.
One of the most innovative ways for brands to engage audiences is through the widespread consumer adoption of voice assistants.
- 62% of Americans 18+ use a voice assistant on any device, including smart speakers, smartphones, in-car systems, and more.
- 57% of US voice command users use voice commands daily.
- This year (2022), it’s estimated that 142 million people in the US (42.1%) will use a voice assistant. By 2026, more than half of internet users in the US will utilize a voice assistant.
Voice ads can transform how brands interact with people. Carefully crafted to immerse qualified leads, voice ads lift ad engagement and attention by delivering brand content to the right audience with more immersive yet organic interactions.
So, What Are Voice Ads?
Voice ads are an interactive ad format that facilitates engagement with your audience by starting a conversation they would use to interact with their digital assistant or smart speaker.
A voice ad includes a portion that prompts the listener to utter a particular reply to trigger a specific action (e.g., “Want to find out more about our offer? Say ‘Yes’ after the beep to visit our website”). If a listener says any predefined set of words/phrases during a time interval (the silence period) after the beep, one of four actions will be triggered visit a website, buy a coupon, call a phone number, or play the second part of the Voice Ad.
Voice ads make it possible to engage in a direct conversation with the listener and to target messages according to several criteria, such as time of day, weather, and geographical area. This format creates a memorable experience for listeners and conveys an effective way for advertisers to address multiple advertising objectives.
Voice interaction is gaining more traction and is incorporated into the programmatic audio space. When a digital dialogue starts, a genuine individual relationship with the listeners allows them to choose what transpires next, be it an audio message with more info or a redirect to an offer’s landing page.
What are the Benefits of Voice Ads for Publishers?
Improve eCPM and Revenue
Increase eCPM by attracting more advertisers and brands with innovative ad experiences that shorten the path to conversion.
Safeguard the Listener Experience
Create a positive, personalized user listening experience, improving engagement and attention factors.
Measure and Optimize on a Single Platform
Monetize, measure, and optimize innovative ads on a unified platform with real-time reporting and forecasting.
What Are Some Best Practices for Me and Advertising Partners?
Build a Clear Opening Statement and Concrete Call-To-Action For Audio Creative
A compelling voice ad opens on a theme that grabs the listener’s attention, introduces the problem, presents the solution, and ends with an irresistible call-to-action.
Prepare Listeners to Interact With Their Phones or Watches
Create expectations and do not deliver the entire creative until the listener’s interest has been confirmed (once they say “yes”). The listener controls the delivery of the voice ad or whether the ad will come to a trimmed stop.
Craft Your Voice Ads Campaign With Mobile Audiences in Mind
Voice ads enhance audio ad interactivity and target audiences who interact with their mobile and wearable devices. Making creatives and call-to-action mobile-specific is critical to using the right tools.
Keep In Mind the Extended Configurable Listening Response Time and Input Words or Phrases
Listeners can start replying within the configurable response time window upon hearing a “beep” sound. The creative can contain a “beep” sound and a silence period (Fixed listening window) or not.
Trigger Call-To-Actions on the Supported Mobile Devices
Voice ad interactions with mobile devices depend on the actions the listener can take as a result of a voice reply. Multiple words or phrases can be configured, separated by commas, and any of them will trigger the action if uttered.
Use the “Place a Call” Action Thoughtfully
If a campaign guides listeners toward placing a call, keep in mind the ring will not be automatically set. The phone/watch voice reply will lead to a prefill of the number, and listeners will have the option to call or cancel.
Improve Interaction Rates, Engagement, and Attention Factors
Whether publishers want to reach listeners on their favorite players, voice ads deliver the right messages to the right audiences with persuasive and relevant conversations through advanced tools and tech that enrich the audio experience.
- Click here if you are an AdsWizz partner and want to learn more about voice ads.
- Visit the Contact Us page if you are not an AdsWizz partner and want to get in touch with us.
by Daniel Einhorn, Senior Manager, Content Marketing
