How will voice tech­nol­ogy change the way in­for­ma­tion is served up?

And how will ad­ver­tis­ers use it? Will this trend ren­der dis­play ad­ver­tis­ing ob­so­lete and make it even harder for me­dia to make money?

New Zealand Marketing - - Shorts -

SA­MAN­THA OSBORNE MAN­AG­ING DI­REC­TOR MINDSHARE

We stand on the cusp of a fun­da­men­tal shift in how we re­late to com­put­ers. Over the past 50 years, we have been on a jour­ney that has sim­pli­fied our modes of in­ter­ac­tion, from punch cards to key­board, mouse and then touch. Each step has made en­gage­ment with tech­nol­ogy sim­pler and more nat­u­ral, lead­ing us to per­haps the sim­plest and most nat­u­ral in­ter­ac­tion mode of all—voice.

Voice has been given fur­ther im­pe­tus by the am­bi­tions of GAFA (Google, Ama­zon, Face­book, Ap­ple) to con­trol their own con­sumer plat­forms. Just as Google bought An­droid so it would have some con­trol of mo­bile as a plat­form, so Ama­zon de­vel­oped Echo and Alexa to re­tain in­flu­ence over the de­vel­op­ment of voice and its im­pact on search and shop­ping.

It seems un­likely that the in­ter­rup­tive model of paid ad­ver­tis­ing will trans­late eas­ily to voice. Since a pri­mary ex­pec­ta­tion for us­ing voice is a more stream­lined ex­pe­ri­ence, the in­ser­tion of paid-for ads di­rectly into a con­ver­sa­tion with an as­sis­tant will jar.

With the in­ter­rup­tive ad model in ques­tion, brands should con­sider the fol­low­ing op­por­tu­ni­ties if they want a share in the sig­nif­i­cant fore­cast of sales (pre­dicted) to be driven by dig­i­tal as­sis­tants: A key chal­lenge in a world in­ter­me­di­ated by voice as­sis­tants will be en­sur­ing your brand or con­tent is cho­sen by the as­sis­tant. Al­go­rithm op­ti­mi­sa­tion will be­come the new SEO

As voice ca­pa­bil­i­ties spread to new con­texts, brands should con­sider adding voice in­ter­ac­tiv­ity to their touch­points

Brands that de­velop truly use­ful con­tent have a great op­por­tu­nity to en­gage in di­rect com­mu­ni­ca­tion with their con­sumers

Speak­ing di­rectly to a brand ap­pears to strengthen emo­tional re­la­tion­ships. Brands have a great op­por­tu­nity to de­fine their own voice

Although we are mov­ing to more hu­man in­ter­ac­tions with tech­nol­ogy, voice vs the phys­i­cal click, the role of dis­play ad­ver­tis­ing is still im­por­tant in the ecosys­tem of a brand – vis­ual recog­ni­tion of a brand or mes­sage is still one of the key ben­e­fits we have as hu­mans. What will be­come ap­par­ent very quickly is how brands (and there­fore their ad­vi­sors) work with the tech­nol­ogy play­ers to de­velop nat­u­ral in­te­gra­tion, and there­fore show their worth.

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