Whether you’re a veteran advertiser or new to the game, advertising continues to be an exciting and constantly evolving space. More so than other mediums, the proliferation of mobile devices has expanded the way people think about communicating—and being communicated to… With such expansion, and whether we realize it or not, mobile advertising has become increasingly commonplace. In fact, mobile advertising is one of the fastest growing segments of digital advertising landscape. According to eMarketer, mobile ad spending around the world more than doubled in 2012 from $4 billion in 2011 to $8.41 billion, and anticipates that spending will approach $37 billion by 2016. Despite the explosive growth, mobile ad revenue still lags behind the larger-screened PC and Internet TV experiences. The billion-dollar question in all these billions – how can advertisers create a more engaging experience that compels the consumer to act? The way we see it, nothing is more engaging than a natural, two-way conversation. A conversational advertising platform, Nuance Voice Ads are the next big thing in advertising.
So why would your business want Voice Ads? Glad you asked! Keep reading for the top five reasons Voice Ads will take your marketing efforts to the next level:
1) Speech means stronger recall.
When your customers are faced with your ad they’re not just viewing it – they’re experiencing it. They’re engaging in a conversation. Experiments have shown that the production of speech results in stronger topic recall, compared to simply listening or reading the same material. As a brand or advertiser, you already know that recall is often the crux of a successful campaign. Nuance Voice Ads creates a platform for engaging with customers and brand loyalists in a meaningful, memorable way.
2) It’s FUN.
With Nuance Voice Ads, the consumer is performing one of the most natural means of engagement known to man – having a conversation. The interaction is natural, fluid, and most importantly, it’s fun.
3) Obtain mass intimacy.
With mass distribution available across iOS and Android mobile platforms, Voice Ads is scalable, allowing you to reach the masses. There are already billions of smartphones in the market today, and with about 2 billion consumers using their smartphones at nearly all points of the day, the opportunity is staggering. Think what the impact would be of having a 1:1 dialogue with one of your consumers. Now multiply that to include almost each and every one of your consumers.
“Voice Ads is a game changer,” said Martin Lindstrom, branding expert and New York Times best-selling author of Buyology and Brandwashed. “Brands can create lasting impressions by getting users to vocally engage in the ad experiences. Never before has a brand been able to have a personal dialogue with over a billion users. This is the mass intimacy brands have been craving.” Excited, yet?
4) Have the flexibility you want.
Voice Ads can be incorporated as part of an entirely new campaign for virtually any market or brand, or integrated as part of an existing campaign to drive deeper engagement. And, it’s a media-rich experience that transcends the limitations of the screen – making it portable, location aware, and intuitive. Nuance’s Software Developer Kit (SDK) allows mobile advertisers to quickly and easily integrate the technology so that virtually any mobile ad network, creative agency or ad platform provider can take advantage. Even with their newly launched advertising platforms, Facebook and Twitter can easily integrate Nuance Voice Ads technology into their user experience, enhancing consumer engagement and monetization.
5) It’s already happening.
Remember when people predicted social media was just a fad, or the Internet would never “catch on”? Well, we all know what happened there! Just two weeks after its release, Nuance Voice Ads is already making an impact – working with the leading players across the mobile ad ecosystem. Creative advertising agencies like Digitas, OMD and Leo Burnett have already signed on, and media platform provider Celtra is providing design tools for rich media production on mobile platforms. Mobile advertising networks such as Millennial, JumpTap and Ad Marvel will also employ Voice Ads – providing distribution to more than 100,000 app publishers.
Brett Leary, vice president, Mobile, Digitas describes the benefit of Voice Ads for his business: “Compelling user experiences are critical to mobile advertising – you have only a few seconds to capture the interest of a demographic that is always on the go, multitasking, and seeking instant gratification. Voice Ads engages multiple senses while creating an even stronger emotional connection through conversation with a brand.”
So ask yourself – what can Nuance Voice Ads do for you and your brand?
In her role as Social Media Specialist, Melissa oversees Nuance’s corporate social media presence, providing insight on the company’s overarching social strategy. She collaborates with both corporate and divisional stakeholders to determine and implement best practices, create engaging social campaigns and amplify Nuance’s brand story.
Melissa received her B.S. from Bryant University in Smithfield, RI, graduating magna cum laude as a marketing major with a double-minor in communication and psychology.
Melissa has been a dog-lover all her life, finding it hard to not spoil her Cavalier King Charles Spaniel, Bailey. She enjoys boating on Lake Winnipesaukee in the summer months, and has recently become active in the Susan G. Komen foundation – currently gearing up to participate in her second 3-Day walk.