“There’s a lot to love about interactive audio, but if the reach is limited it’s likely a luxury to build on a solid audio plan or its niche. If Amazon is your principal retailer, it’s great, but if not, I’d prioritize elsewhere,” said Mindshare executive director Robert Harwood-Matthews.
“Things will change fast as they launch retargeting around display, and I’d expect the format to grow,” he added.
In the end, with the way technology is evolving to include more AI-generated content and power virtual characters, brands will be looking to find new ways to stand out from their competitors. Voice might still prove a helpful advance in that respect.
“Whether or not voice-activated advertisements will take off is irrelevant to the fact that brands need to start thinking about their own unique synthetic voice,” said AMP Sound Branding’s head of research and insights, Bjorn Thorleifsson. “So many brands use standard synthetic voices, most noticeably on TikTok. This uniformity hinders the ability to discern between brand-specific content.
In an era where consumers are increasingly embracing smart speakers as a medium for brand interaction, possessing a unique brand voice will become paramount for nurturing trust and establishing brand distinctiveness,” Thorleifsson added.
This story is part of the Audio Awards special feature.
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