Spotify tests voice-enabled audio ads for Unilever in the US

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 03, 2019, 12:50 PM UTC

The audio ads, within a playlist or a podcast, will be activated by a voice command.  

Innovations such as these are driven by the growth of digital audio ad market in the US.  In the first half of 2018, IAB reported the digital audio market to have captured $935 million in ad revenues in the US.

A “Play now” voice command, as prompted by an AXE commercial, will signal Spotify to begin a Unilever-curated playlist as long as the microphone remains enabled. These audio ads will feature in both, Spotify’s podcasts and Unilever’s playlist.

The article notes that Spotify’s competitor Pandora hasn’t tested a similar feature with a brand yet. While innovations such as these are “smart”, Tom Edwards, chief digital and innovation officer at Epsilon notes “some hurdles remain”. He points out that listeners will find value in such adsonly if they are relevant.

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