In the 80s, desktop computers ruled. As internet usage surged, powerful search engines were introduced. Technology is getting more user-friendly every year. Today, we’ve got smartphones with touch screens. Are Voice Ads the next step?
Search engines continue to become more powerful. With them, advertising and digital marketing technology evolve. Computer technologies and intelligent software innovation continue to progress. Still, individuals are waiting for harmonious, uninterrupted interaction. People want control over their smart devices.
Google, Apple, and Samsung have voice recognition technology. This has existed for years. You can push the microphone icon and search, type, and interact with voice commands.
Amazon introduced its “Echo speakers Alexa” in 2014. Alexa is a voice-controlled personal assistant. Within two year, Google launched Google Home. This product has a built-in Google Assistant and hands-free smart speaker. Since its introduction, it continues to evolve. The technology has daily updates. Could Voice Ads be applicable to Google Home’s future?
Google Home allows you to play music and video playback. You can search through the engine with voice command — hands-free! You never have to take out your phone or stop what you are doing.
Coming back to Amazon’s Alexa, a device proficient in doing many things. It enables smart speakers to play music, shop online, order, and search the web. You can ask Alexa to create a to-do list or give you an update on the weather. Alexa can even govern other smart-home devices.
Since its launch, it continues to improve. Abilities in music, smart home, and digital assistant have advanced (Amazon Echo, Echo Dot, Echo Plus, Echo Show.)
Voice Ads are hyped to replace future visual branding and advertisement. If not replace, at least compete with other sources of marketing like audio-video and visual. However, voices advertisements may not be as effective. Audio-visual advertisements are more ubiquitous. But marketers and experts are building more user interactive services. Technology may prove that Voice Ads are the next big thing in digital marketing. Here are some ways that Voice Ads can change the advertising world.
Monetized and Sponsored Voice Ads on Google:
Google is a dominant ad company. Its interest in Voice Ads is pretty apparent and more noticeable after its Google Home launch. Ads — especially sponsored ads — already barge in to value user experience. Google was recently criticized for written search in bringing their products first which Google has denied. In this scenario will Google be able to make voice ads next big thing.
Jason Spero is the vice president of performance media at Google. Last year, he gave an interview to The Drum talking about the concerns and hopes for future Voice Ads. A Google survey of 3000 people suggests that 42% of users used voice on a daily basis. But still, according to Spero, there are barriers to make the technology of voice search as pervasive as written. The survey states that 57% of the users want voice search to recognize more complex commands. With that change, they’re more prone to use voice-recognizing search engines. The other half– 58%– demands more comprehensive results.
Further, Spero has confidence that, as technology advances, more search engines will use Voice Ads. Security concerns create limitations from the user perspective. The Google Home device is constantly listening to the chats in its vicinity. Therefore, this ‘always on’ concept has private data risks and hurts the privacy of users. Therefore, according to Spero, the same rules would be applied as they are text.
Concerns and Hurdles:
Much had to be done in advancing voice-recognition technology. Still, there are some concerns and issues from the user end and server end. Most of the customers get annoyed by the unwanted advertisements and offers they face when visiting websites. Then, what would it be like to have a voice advertisement? Today, internet users expect a more subjective experience rather than ads intruding all over the website and diverting attention.
Another hurdle is complex voice recognition. Voice input can never be the same as typed input. Voice has more intricacy. Dialects, inflection, and accents change the delivery of the information.
Voice ad spend is a concern because the audio-visual combination is easily recallable vs. voice ad with no visual component.
David Pierce in his article ‘Wired’ states, “as you embrace this chatty-computer future, you begin to see its limitations. Sure, you can book a flight with your voice. But it’s so much easier when you can see the price chart. Although you can set six timers, can you remember which one just went off? Voice-only games are fun, but not as fun as a game you can see and touch.”
Hopes for the Next Big Thing:
There are hurdles and concerns when it comes to Voice Ads and searches. But, there are some definite future goals for marketers, consumers, and users. People are waiting for a seamless experience where they can shop, order, search, browse, and engage. A perfect combination of technology, consumer demand, privacy control, and search history can lead to this Next Big Thing. Perhaps it will be voice ads.