Giving brands a voice
#Alexa #DigitalAudio #Audio #TV #CTV #Data
2
Voice is the easiest computer-human engagement method
Channel adoption is driven by simplifying engagement
Complex
Simple
Character Mode
GUI
Web
Mobile
VUI
1970’s
1980’s
1990’s
2000’s
Present
13/05/2024
Open AI’s
GPT-4o
goes voice first
Landscape
Devices sold which are Alexa enabled.
60% UK & 90M US homes now have a smart speaker
Alexa Usage YoY
500M
+35%
"We’re building a substantial number of GenAI applications across every Amazon consumer business… an even more intelligent and capable Alexa…”�
Andy Jassy
Chief Executive Officer of Amazon
Source: Amazon, Global
Advanced engagement via smart speakers
“..To find out more say Alexa, open Tesco Mobile”
Audience engages
CTA
Link sent / product bought / reminder set
Engagement
Outcome
End to end reporting
Opportunities to improve conversion of user flow
Insight delivered on efficacy of CTA, flow through smart speaker engagement and lead generation.
So who are running Actionable Ad campaigns?
Sam Austin, Head of Audio
The Challenge�
�The Objective
�The Strategy
13.8m Weekly reach*
The Campaign:
Leverage the rise in smartspeaker listenership
*Source:Midas Spring Survey 2023
The Creative:
Standard 30” adspot with a voice CTA
“Alexa, Open OVO Power Nap”
“..Alexa, Open Ovo Power Nap ”
Audiences engages:�“Shall we send you a link to find out more info”
“Would you like to set a reminder”
Hear Ad
Several outcomes measured in real time
Engage
Measure!
End to end reporting
Opportunities to improve conversion of user flow
Insight delivered on efficacy of CTA, flow through smart speaker engagement and lead generation.
Data Available: A continuous feedback loop for audio campaigns
IMPRESSIONS
VOICE THROUGH RATE (VTR)
SESSIONS
GOAL CONVERSION
GOAL
ACTIONABLE AD IS PLAYED AND IMPRESSION TRACKED
USER RESPONDS BY SPEAKING INVOCATION
USER INTERACTS WITH VOICE EXPERIENCE
USER RESPONDS POSITIVELY TO GOAL REQUEST
USER BUYS PRODUCT/GETS LINK/HEARS INFORMATION
Impressions
VTR
Conversion
Sessions
Goal
Speed to implement feedback
Standard audio campaign:
Actionable campaign
The Results
More than half of UK homes already have a smart speaker
Interacting with technology via voice is 3x more efficient than typing
A target audience that is ready to engage
Voice strategy that transcends audio adspot
�
Aggregated digital measurement�
Increased media efficacy
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