Pandora Will Start To Test A.I. Powered Interactive Voice Ads Later This Year
Interactive voice ads would give Pandora users the ability to talk back to the audio advertisements on the platform. For example, if they hear an advertisement they are interested in, they can ask for more information. On the other hand, if they hear an advertisement that they aren’t interested in, they can skip it.
Besides interactive voice ads aligning with the increasing popularity of voice especially in the form of voice assistants today, this ad type could be very beneficial to advertisers when it comes to measuring the effectiveness of an ad. Current audio ads aren’t clickable so advertisers often struggle with knowing whether a person who heard an ad took an action later such as seeking out more information or making a purchase.
With interactive voice ads, there is the potential for advertisers to better track the effectiveness of an ad as listeners will be able to engage with ads hands-free. This also opens the opportunity for Pandora to reach listeners who listen while doing other activities such as working out or cleaning up. With the ability to interact with ads hands-free, it’s more likely that they would respond to the ads verbally than if they had to stop what they were doing and take a series of actions such as physically clicking an ad in the Pandora app.
“Voice interactivity has already changed the way consumers interact with brands on smart speakers, and we believe voice will change the very nature of the way consumers interact with brands on Pandora,” Eric Picard, VP Product Management, Pandora said in a press release.
If Pandora sees significant success with interactive voice ads, it could be a huge opportunity to advertisers.