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Voice Recognition in Mobile Ads
Posted on April 10th 2013
Advertising on mobile devices is quickly becoming one of the most effective ways to reach customers. The industry has come up with all these terms and acronyms for how publishers receive money for ads. Cost per click (CPC) and cost per impression (CPI) are two common terms you’ll encounter in mobile advertising.
One thing that sounds far-fetched and potentially futuristic is the term “Cost per conversation.” Video games and films might approximate this idea to some degree, but talking to an ad seems like something for the 22nd century. But, many mobile ads, including those on Android devices, might be seeing these voice-activated ads sooner than you think.
A company by the name of Nuance has developed a technology aimed at producing high-functioning mobile voice ads. This platform essentially lets companies target their audience by verbally gauging whether they are interested in a product or idea. For instance, if one of these mobile ads appears on an Android entertainment app, it might ask if you are interested in seeing an upcoming film. But the ad itself will use voice recognition software. If you say something that software recognizes, then you will likely continue on through the conversation tree.
On the other hand, if you happen to ask the ad a question or make a remark that the ad does not understand, you’ll probably wind up with a failure. Either way, this is certainly a sign of new things to come in the arena of mobile and Android advertising. Publishers and advertisers are always looking for new ways to get the word out to their customers, and this concept literally lets them hear the word. More often than not, mobile advertising takes the form of regular ads you might find in web browsers. This includes banner ads, landing pages, and even basic text ads. The efficacy of this type of advertisement for mobile devices is certainly up for debate.
But, an ad that literally talks to you is certain to get your attention. That’s the entire idea behind this technology: to reach more targeted consumers with an eye- and ear-catching method. Even so, mobile advertising is a booming business that continues to make waves and provide employment if you are an app developer. In fact, in the last year alone, over $8.4 billion was spent on mobile advertising as a whole. Finding new and creative ways to reach consumers is the natural next step and Nuance appears to be taking it.
While they always say that the proof is in the pudding, it’s certain that voice ads represent a potential shift in the way we advertising reaches consumers. The concept is not expected to take off immediately, but it can find a home for a number of different publishers.
It’s also something that’s easier to track than something like “cost per impression” advertising rates. The ad itself will likely store data for any verbal interaction so advertisers know exactly what they are getting. On a CPI basis, the ad might technically get page views, but you won’t really know if it garnered any reaction or interaction at all. The mobile ad industry is certainly evolving every day and this new development could prove to be beneficial for a number of interested parties.