While interactive audio ads have been emerging for a few years, we are seeing new offerings from major players including Amazon, Pandora, Spotify, and NBCUniversal. Use cases including product sampling and product discounts are growing as brands explore how to integrate these ads into their paid media mix.
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One of the first voice assistants was born on our phones, helping us easily find information. As assistants evolve to perform tasks for us, they will soon be integrated into more mobile apps and even tech like V/R, broadening opportunities in social and e-commerce.
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Mainstream wake words “Hey Google” and “Alexa” have become ingrained in our vernacular as voice has become synonymous with big tech. But there’s a swelling interest in brands forgoing big tech and building custom, “brand-owned” voice assistants over which they have greater control than as third parties on a major platform.
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Buick, Lucky Charms, Oral-B, and MoonPie—these brands have all developed brand activations in voice in 2020. This year has seen a maturation of brand presence on scaled platforms, as well as a diversification of the places that voice has turned up within brand ecosystems.
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As many customers try to avoid direct interactions during their grocery trips, they’re opting for frictionless shopping alternatives. Whether it’s at-home shopping, on-the-go assistance, or point-of-sale activations, voice is becoming a mainstay in the retail space.
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Initially anchored to our homes and cars, voice assistance has evolved to become a true on-the-go reality. With advanced wearables, voice experiences will become more personalized and new standards will emerge as data is shared and collected.
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With the inability to meet or work with our colleagues in person, voice assistance and audio tech are improving communication and productivity for the homebound workforce. Assistants are also being leveraged in custom enterprise solutions by major companies and soon, physical offices.
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The smart home no longer consists of smart speakers—it’s a smart environment with smart security, alarms, HVAC controls, and more. Voice is not only materializing in different smart devices, but it’s being scaled into apartments, dorms, and hotels for a smart experience anywhere.
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Teeming with developments across A/R, V/R, and now voice, gaming’s threshold for innovation is endless. Not only are voice-led games growing, but assistants improving gameplay or integrated into hardware are revamping the gaming experience.
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