Dove soap, Anheuser-Busch, and KFC are joining a test for interactive voice ads on the Pandora platform, which is operated by Sirius XM. Other companies including Doritos, Acura, Lane Bryant, Purex laundry detergent, T-Mobile, Volvo, and more, had previously entered into the beta test. The voice ads will allow customers to answer ‘yes,’ if they want to hear more about the ad they just heard. Pandora users can also listen to the ads to receive playback functions.
The initial test has been successful, as 72% of listeners indicated the ads were user friendly. Additionally, 47% of listeners indicated they liked or loved the ability to interact with the ad material. Overall the ads could engage consumers more than traditional audio advertisements.
Interactive Voice Ads
Pandora is Testing Interactive Voice Ads for Access to Playback Features
Trend Themes
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Industry Implications
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