How many times you thought: what if we could immediately make people take action after watching an ad on TV so that we could measure the effectiveness of the TV ad itself?
Once there was the telephone call: “if you want to order, please call 0800…”. This approach is alive and kicking for ads that are closer to telesales rather than “traditional” brand-awareness ads. And, according to researches on this topic, it’s an approach that works very well.
In the internet world, everything is easier: you show a banner and people can immediately take action and do something, whether it is a website visit or, even better, purchase your product immediately.
The scenario changes completely when it comes to regular TV ads. Introduce a new car, a new shampoo or advertise other types of products/services. There are many different KPIs agencies use to measure, like social activity for example, or shop visits conversions.
Nowadays, brands (and agencies) have another important and very effective weapon they can use to measure the effectiveness of an advertisement: smart speakers.
Google Home and Amazon Alexa, for example, are a great way to make people do something as a consequence of a TV ad. A new shampoo? On the TV advert, ask your audience to use their smart speaker “Ask your smart speaker for more info”. “Hey Google, ask BRANDNAME how to take care of long blond hairs”. In this case, smart speakers in consumers’ houses can be a great companion for your TV ads.
In addition, it’s a great way to reinforce the message given on the TV spot and an excuse to evangelise the user about your products one more time.
Aside from all the reasons stated above, you should remember that you’re not the only one looking at the developments in voice apps for brands. It isn’t too unlikely for your competitors to be aware of these trends as well. Will you take this opportunity adopt a voice strategy this early, or will you wait and see what your competitors come up with?
CEO at PaperLit (part of Datrix | AI applications group) a tech company specialised in the digital transformation, distribution and monetization of content via mobile and smart speakers, for publishers and brands, with hundreds of customers worldwide.
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