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Voice Marketing and Its Impact on Advertising

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At IndieAd, we had an insightful conversation with Stas Tushinskiy on the growing influence of voice marketing on advertising. The discussion originally took place as a podcast episode, and we’re excited to share some key takeaways here, highlighting how voice technology is transforming the way brands and consumers interact.

The Evolution of Voice Marketing

Voice marketing represents a significant shift from traditional advertising formats, where brands would “talk at” consumers. Today, with advancements in voice technology, ads can engage consumers in real-time conversations. This new format allows people to respond to ads using their voice, turning a typically passive experience into an interactive one.

Consumers increasingly use voice commands in their everyday lives – whether with their smartphones, cars, or even smart home devices. This behavior has created a unique opportunity for advertisers to reach audiences more naturally and conversationally. Voice marketing leverages this by enabling consumers to have direct, real-time exchanges with brands, making ads more personalized and engaging.

How Does it Work?

Imagine listening to an audio app, and instead of hearing a standard 30-second ad, the ad asks, “Would you like to skip the line tomorrow and have your coffee waiting for you?” You can reply with a simple “Yes” or “No,” and the ad continues based on your response. This back-and-forth interaction makes the ad experience more relevant, fun, and concise.

One of the biggest advantages of voice marketing is its ability to capture user intent. Advertisers can now gather real-time feedback about why someone might not be interested in their product, something traditional ad formats fail to do. For example, if a user says, “I just had coffee,” the ad system learns that the timing might be off rather than assuming disinterest in the brand entirely. This type of insight helps advertisers fine-tune their messaging and avoid wasting ad spend on irrelevant placements.

Surprising Engagement Rates

When voice-enabled ads first launched, industry expectations were modest, aiming for a 3% engagement rate. However, results have been surprisingly strong, with some voice marketing campaigns achieving up to 14% engagement. This consistency across various cultures and regions shows that consumers are willing to interact with ads if the experience feels natural and relevant.

These high engagement rates suggest that people are more open to talking to ads than initially thought – especially when the message resonates with them. Unlike traditional ads, which are often ignored or closed, voice-enabled ads tap into a more direct and engaging communication style, giving consumers a voice (literally) in the process.

Voice marketing is like Rosie, the robot from "The Jetsons." Always there when needed, voice-activated, and provides instant answers or services—it's futuristic but here now, making life easier for users.

The Future of Voice Marketing

Voice marketing is still in its early stages, but its potential to reshape the digital advertising landscape is vast. Stas highlighted that we can expect conversational ads to expand beyond audio into other formats like video, live streaming, and even in-car navigation systems. As this technology develops, brands will have more opportunities to create deeper, more personalized relationships with consumers.

One key benefit of voice marketing is its ability to reduce the frustration of irrelevant or repetitive ads. By allowing consumers to express disinterest directly, brands can avoid retargeting them with the same messages. This improves the user experience and enhances ad spend efficiency, ensuring that ads are shown to the right people at the right time.

Voice Marketing for Brands of All Sizes

Although voice marketing might seem like a tool for large companies, it’s becoming more accessible to smaller advertisers as well. With cost models like cost-per-intent (CPI), businesses only pay when a consumer engages with their ad in a meaningful way. This makes voice marketing an affordable option for brands looking to experiment with this new form of interaction, regardless of their size.

Final Thoughts: Voice Marketing as the Next Frontier

Voice marketing represents a new era of advertising, where consumers are not just passive viewers but active participants in conversations with brands. By leveraging the natural way people interact with technology, voice-enabled ads have the potential to deliver a more engaging, personalized, and effective experience. As this technology continues to evolve, it will be interesting to see how it shapes the future of digital marketing, providing brands with a more direct line to their audiences.

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