Nuance Brings Voice Interactivity to Mobile Display Advertising

Bringing new meaning to the term "conversational marketing," voice services provider Nuance has introduced mobile "Voice Ads." The new units use the Nuance voice platform to enable smartphone (and presumably tablet) owners to interact with these ads. It's not clear right now whether these interactions would occur exclusively on display landing pages or in the initial mobile display ad creative. 

In a Siri-like way users talk to the ads and potentially receive one of several pre-programmed responses. In one sense these new Voice Ads are not unlike more traditional audio/radio ads (think Pandora).

However the interactivity --  if done well -- could create much more engagement and "lift" for the campaign. Coupled with a campaign such as Old Spice something like this might have worked extremely well. Indeed, the campaign creative and concepts are key. Poorly executed ideas could quickly backfire and become fodder for brand parodies. 

Nuance is promoting a range of benefits from using Voice Ads including engagement, brand lift and better recall. 

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The company says that it has already partnered with leading agencies and mobile ad networks to ensure the units are widely available:

Nuance Voice Ads gives mobile advertisers and creative agencies an opportunity to go beyond the limitations of the four-inch mobile device screen and create a conversation with consumers through the power of voice recognition. Voice Ads finally creates an opportunity for brands to deepen the relationship with their consumers, with targeted interactive ads that deeply engage their core audience – much in the way that the world’s most popular mobile personal assistants have deepened consumers’ relationship with their mobile phones.

Nuance has partnered with many of the leading companies in the mobile advertising ecosystem to ensure broad reach and distribution for Voice Ads – a completely new format for mobile advertising. Creative advertising agencies include Digitas, OMD and Leo Burnett, while mobile advertising companies such as Millennial Media, Jumptap and Opera Mediaworks (AdMarvel, Mobile Theory, and 4th Screen), will provide distribution to more than 100,000 app publishers and hundreds of millions of consumers globally. In addition, mobile rich media ad servers such as Celtra are providing tools for rich media production and analytics on mobile devices.  

One could also imagine clever integrations that tie into call centers at the end of the interaction to close a sale. Again, everything is going to depend on strong concepts, execution and user experiences. Nuance offers a relatively tame mock campaign example using Voice Ads in this video.