How Voice-Activated Ads Have Captured the Market

Tara Parachuk | October 27, 2021

man sitting on a sofa with his phone in his hand, feel on the coffe table, and a smart home speaker sitting to his left.

Voice-activated ads are gaining popularity throughout multiple industries. More people than ever before are spending their free time listening to music streaming services and podcasts.

That’s why it’s coming in as the second post in our Digital Audio Advertising Series. If you missed our first post in this series, you can find it here: Sympaphonic Ads as a Digital Audio Marketing Tactic

In this article

  1. What Do We Mean By “Digital Audio,” and How Does Digital Audio Advertising Work?
  2. What Are Voice-Activated Ads? 
  3. Pizza Hut’s Ad Campaign and Partnership With Gaana
  4. How Estée Lauder Used Voices-Activated Ads in their Digital Audio Advertising to Target Consumers 
  5. Use Voice-Activated Ads as a Way to Have a Dialogue with Customers 

In the United States alone, approximately 169 million people listen to digital audio every week, according to the Mobile Marketing Magazine. It’s no wonder more companies are seeing the potential in voice-activated ads. 

In 2020, when the COVID-19 pandemic took hold and most countries went into quarantines and/or lockdowns, digital audio gained an even larger audience, with some podcasts seeing their listeners increase by as much as 30%. 

With more businesses interested in digital audio marketing, it is worthwhile to learn more about it and how it fits into your next year’s marketing plans. What exactly is digital audio marketing and how can voice-activated ads help your brand stand out in 2022 and beyond?

If you want to boost your revenue and incorporate new channels of marketing, take a look at our guide below on digital audio advertising and voice-activated ads. 

What Do We Mean By “Digital Audio,” and How Does Digital Audio Advertising Work?

When you think of digital audio, it can encompass listening to streaming music through Spotify, or listening to podcasts and digital radio stations or smart speakers. Digital audio advertising is much more sophisticated than standard radio ads, as companies can target consumers based on gender, age, listening preferences, and their preferred device. 

Taking this one step further, this process of advertising can better target customers based on their interests. For instance, someone listening to a podcast about swimming would be more likely to buy a bathing suit or goggles to protect their eyes in a chlorinated pool. Or, someone who is listening to R&B is more likely to enjoy an ad with similar background music and act on the product or services being advertised.

Knowing the interests of consumers based on their audio choices makes it easier for brands to find their audience. But what innovative marketing strategies are you employing after you’ve found your audience though? Enter: Voice-activated ads! 

What Are Voice-Activated Ads? 

Voice-activated ads are a form of invitation and a conversation that company representatives have with consumers. 

These more interactive and voiceactivated advertisements are more engaging and use smart speakers and in-car infotainment systems to speak more directly with consumers. These ads invite the consumer to respond with a word or two. In essence, there is a dialogue between device and user—a situation becoming more common and comfortable amongst consumers who regularly say, “Hey, Alexa!” and wait for a device to respond. In this situation however, the device prompts the user first!

Pizza Hut’s Ad Campaign and Partnership With Gaana

Pizza Hut has made a major impact in the digital audio world. India’s largest music streaming app, Gaana, partnered with Pizza Hut to create a voice ad case study. Their findings were based on targeting some consumers at lunchtime and others during dinner.

Pizza Hut’s strategy was one of conversational advertising for their ‘Buy One Get One’ offer in India. This two-way communication incorporates targeting consumers listening to music on the Gaana app to promote the food from Pizza Hut. 

The consumer can essentially speak with the ad. The audio ad can send the listener to the Pizza Hut website or the consumer can say “no” if they aren’t interested in the promotion.  

The image below is linked to the Pizza Hut audio files where you can interact with the audio to experience it for yourself!

You can find more audio tracks from this campaign here, too!

How Estée Lauder Used Voices-Activated Ads in their Digital Audio Advertising to Target Consumers 

One of the best digital audio advertising campaigns comes from Estée Lauder. To market its new night repair serum, the brand launched “Send Me a Sample”—a voice-activated digital audio campaign through Spotify and Google Home.

Voice actors helped bring the scripts to life, Spotify served the ad to the brand’s audiences based on listening preferences, and Google Home prompted the listener to say, “Send me a sample,” when prompted at the end of the ad spot. At no cost to the consumer, in a few business days they would have the night serum sample. Genius. 

Use Voice-Activated Ads as a Way to Have a Dialogue with Customers 

If you follow the ideas of major companies like Estee Lauder and Pizza Hut, you will see your profits grow over time. 

Does the future of digital audio advertising tactics excite you? We’re here to help connect you with the voice talent to bring your voice-activated campaign that much closer to the ears of your audience.

Leave a Reply

Your email address will not be published. Required fields are marked *