A new innovative ad format for mobile devices is allowing consumers to have a two-way conversation with brands.
This is because voice and language solutions provider Nuance Communications has unveiled Voice Ads, which leverages Nuance’s voice technology to transform traditional mobile advertising into an engaging, entertaining and conversational experience.
Similar to how mobile personal assistants help deepen consumers’ relationships with their mobile devices, Nuance Voice Ads help brands expand their relationships with consumers through targeted and interactive ads that use the power of voice recognition. The new ad format is optimized for the unique capabilities of mobile devices, including location awareness, mobility and voice input. The ad simply appears on the mobile device and prompts consumers to participate by speaking to it. From there, the conversation drives the experience, which is tailored to meet the needs of both the brand and consumer.
“Voice Ads redefines the relationship between consumers and mobile advertising, giving them an opportunity to engage with brands in a more meaningful way,” said Michael Thompson, executive vice president and general manager, Nuance Mobile. “Voice has already changed the mobile interface, making it faster and easier for consumers to discover and access information, and find people and content. Mobile advertising shouldn’t be any different, and should be designed specifically around the unique capabilities of the mobile device.”
It is important to note that Nuance Voice Ads are now available for mobile ad platform, network providers and creative agencies as a Software Development Kit (SDK) that can be integrated into new or existing mobile advertisement campaigns. In order to ensure broad reach and distribution for Voice Ads, Nuance has partnered with a variety of companies within the mobile advertising ecosystem, including creative advertising agencies like Digitas, OMD and Leo Burnett, as well as mobile advertising companies like Millennial Media, Jumptap and Opera Mediaworks. These partners will provide distribution to more than 100,000 app publishers and hundreds of millions of consumers globally. Additionally, mobile rich media ad servers such as Celtra are providing tools for rich media production and analytics on mobile devices.