Pandora is Testing Interactive Voice Ads for Access to Playback Features
Daniel Johnson — July 23, 2020 — Marketing
References: blog.pandora & mobilemarketer
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.
Image Credit: Pandora
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.
Image Credit: Pandora
Trend Themes
1. Interactive Voice Ads - Disruptive innovation opportunity: Exploring new ways to engage consumers through voice-activated advertisements.
2. User-friendly Ads - Disruptive innovation opportunity: Developing ad experiences that prioritize user friendliness and enhance consumer engagement.
3. Interactive Advertising Platforms - Disruptive innovation opportunity: Creating platforms that enable interactive voice ads and provide playback features for users.
Industry Implications
1. Media and Advertising - Disruptive innovation opportunity: Embracing interactive voice ads to revolutionize traditional audio advertising and capture consumer attention.
2. Consumer Goods - Disruptive innovation opportunity: Leveraging interactive voice ads to connect with customers and enhance brand experiences in the consumer goods industry.
3. Technology and Entertainment - Disruptive innovation opportunity: Incorporating interactive voice ads into entertainment platforms or devices to transform the advertising landscape within the technology and entertainment industries.
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