Audio - New Advertising Frontiers with Voice Assistants
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On 18th May The European Advertising Standards Agency (EASA) invited Say It Now and our partners A Million Ads to talk at their innovation session: NEW ADVERTISING FRONTIERS: USING TECHNOLOGY TO UNLOCK NEW MARKETING FORMATS AND CREATIVE IDEAS We talked through a number of innovations and what that meant for voice assistants, dynamic creative and Actionable Audio Ads
Audio - New Advertising Frontiers with Voice Assistants
- 1. The Future of Audio Advertising And What Value Do Voice Assistants Bring?
- 2. Who are ?
- 4. Evolving consumer habits, embracing new channels eCommerce mCommerce + eCommerce vCommerce + mCommerce +eCommerce
- 5. COVID effects on Behaviour
- 6. In-home Data Consumption Grew Largely Driven by COVID-19 Related Changes in Behavior
- 7. Smart Speaker Penetration increasing rapidly in all territories 72% Of smart speaker owners use theirs as part of daily routines Source: Google 50% Of consumers will use voice shopping by 2022 up from 20 million Americans in 2020 Source: 365 Retail Source: Audience Project 2020-2021 Smart Speaker Ownership grew by 18% in the US and 26% in the UK
- 8. Case Study
- 9. Results Source: DIAGEO Source: DIAGEO Source: DIAGEO 7.5 mins Average time spent in the experience Time spent in experience vs brand information Talisker 10 Year Old was the most requested at 40% vs 34% for Skye and 27% for Storm 10YO 60% 7-8pm Source: DIAGEO Most popular time to use the skill
- 12. of UK consumers feel very or somewhat annoyed when seeing or hearing exactly the same ad many times over of UK consumers are very or somewhat likely to purchase a product or service after having heard a personalised ad of UK consumers prefer personalised ads that are relevant to their current context over standard, generic ads
- 18. Action: Dynamic, Geo & Audience aware Attribution Target specific profiles listening to audio on a voice-assistant enabled device. Flow Metrics Actionable Audio Ad Case Study - Shoppable Audio Ads Audio Advert CTA to Assistant Deep Insights Generated Customer engages with a frictionless brand experience Assistant Conversation Optimised for engagement Advert -> Assistant Assistant -> Engagement Overall campaign Insights Engagement: ...Say Launch Berocca Boost on this device now to find out more and to order..
- 21. Demo Say Alexa, Open Berocca Boost (or click this button)
- 22. Berocca Results 30 sec Average time spent in the Berocca Boost experience. 23% Conversions / bought Berocca Boost 42% Asked for Information about Berocca Boost
- 23. Coverage in Campaign +18 other titles
- 25. So whats next?
- 27. What does the future hold? 2024
- 28. 05 INTRODUCING Book It Now Can you book a massage after football on Thursday? Mos next to your club has a 5 star review, shall we book? What can I do with the family this weekend in Boston? There is a free family fun day in Trum Field Can you order a vegan curry? The best one to be with you within half an hour is from... 11:00 17:00 19:00 Alexa, open mortgage calculator ...best rates ask your assistant to open mortgage calculator. 07:30 Future vision
- 29. 05 INTRODUCING Book It Now What can I do with the family this weekend in Boston? There is a free family fun day in Trum Field Can you order a vegan curry? The best one to be with you within half an hour is from... 17:00 19:00 Where can I air con serviced? Based on user ratings the best garages are... 11:00 11:00 ..20% off only today ask your assistant to buy Call Of Duty Black Ops Alexa, buy Call Of Duty Black Ops Launched October 2019 Future vision
- 30. ...to find out more say launch berocca boost now Attention Engagement Attribution Actionable Audio Ads ...to purchase say launch Berocca Boost now. Alexa, launch Berocca Boost
- 31. What Questions Do You Have?
- 32. Join our WhatsApp group Point phone camera here
- 33. Say It Now intro (CC) A Million Ads intro (SZ) Explanation of audio advertising and where we come together Berocca example (CC) Berocca results (SZ) Future opportunities (SZ&CC) Q&A Presentation flow