Pandora has begun to test a new type of advertising format that allows listeners to respond to the ad by speaking aloud. In the brand-new ads, listeners are elicited to say ” yes” after the ad asks a question and a flavor represents. The ads will then render more information about the produce or label in question.
Debut advertisers test the new format include Doritos, Ashley HomeStores, Unilever, Wendy’s, Turner Broadcasting, Comcast and Nestle.
The ads begin by clarifying what they are and how they’ll wield. They then play a short and simple message followed by a question to which listeners are supposed to respond.
For example, the Wendy’s ad requests listeners if they’re hungry, and if they say ” yes” the ad continues by offering a recommendation about what to eat. The DiGiorno’s pizza ad questions listeners to say ” yes” to hear the punchline of a pizza-themed joke. The Ashley HomeStores ad involves listeners by offering tips on going a better night’s sleep. And so on.
The brand-new format capitalises on Pandora’s underlying tone engineering, which too powers the app’s smart tone assistant, Voice Mode, launched earlier this year . While Voice Mode tells Pandora users control their music hands-free, the expres ads aim to get customers to cooperate with the advertiser’s content hands-free, as opposed to tapping on the screen or seeing a link to do more information.
The company conceives those kinds of ads is even more meaningful as they coerce listeners to pay attention. For the label advertisers, spokesperson ads give a course to more directly measure how many beings an ad reached — something that’s not possible with traditional audio ads, which by their very nature aren’t clickable.
Pandora announced its plans to test interactive voice ads back in April of this year, initially with San Francisco-based adtech company, Instreamatic. At the time, it said today would propel the new format into beta testing by Q4, as it now has.
The ad format arrives at a time when buyers have become more comfortable talking to digital voice assistants, like Siri, Alexa and Google Assistant. There’s also an increased expectation that business we interact with will support voice commands — like when we’re speaking to Fire TV or Apple TV to find something to watch or requesting Pandora or Spotify to play our favorite music.
But purchasers’ stomach for interactive voice advertisings is still primarily untested. Even Amazon limited voice ads on its Alexa platform for suspicion of alienating useds who would find them unruly to the core experience. Spotify too raced a limited test of expression ads this year.
In Pandora’s case, users don’t have to play along. The busines says if the user doesn’t respond within a couple of seconds or if they say no, the music resumes playback.
Pandora says the ads will begin loping today for a small subset of listeners employing its app.
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