Radio ads broadcast a message to listeners, but Pandora’s new voice ads will allow listeners to respond by speaking aloud — either to get more information about the product being advertised, or to skip the ad if it’s not of interest.
According to techcrunch.com, the company confirmed it has an agreement to test interactive voice ads where listeners engage by speaking back to the ad. The test will be powered by the San Francisco-based adtech company, Instreamatic, and will launch into beta sometime later this year.
Unlike web and mobile ads — which can be measured through things like impressions and clicks — traditional audio ads aren’t clickable. That means advertisers don’t know for sure how many people who heard the ad later went to seek out more information, or make a purchase.
Interactive voice ads could change that. And they arrive at a time when consumers have grown comfortable interacting with voice assistants, including those on smart speakers like the Amazon Echo, as well as on smartphones, as with Siri on iPhone.
Instead of simply airing an advertiser’s message, an interactive voice ad could ask the listener if they want to learn more about the product. For example, an ad about a new smartphone could include a verbal call-to-action inviting listeners to learn about its features. The listener would respond out loud to the ad to get more information. Of they could respond negatively to skip the ad.
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