Pandora今年晚些時候將推出互動式語音廣告

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  • Pandora今年晚些時候將推出互動式語音廣告

      201906/1907:30

    ◎作為音樂業務的一個基本組成部分,「廣告」最新的演化進展是以互動式語音廣告的形式將在今年晚些時候出現在Pandora串流電台上。

    ◎互動式語音廣告將讓聽眾可以直接與廣告對話以獲取更多資訊。Pandora與廣告技術公司Instreamatic合作,該公司專精於以新方法向線上消費者展示廣告。互動式語音廣告重度使用人工智能技術,且一般相信其可以理解不是只有「是」和「否」的自然語音模式;據說它可以理解用戶意圖,甚至可以在用戶說話之前預測它。

    ◎這種類型的廣告實際上有很多意義。例如,許多人在從事其他活動,如開車或運動、烹飪時會與Pandora(或其他串流服務,甚至是廣播電台)互動,他們可能會聽到一則他們感興趣的廣告,但由於他們的手在做別的事而無法立即採取動作;能夠與廣告交談以獲取更多資訊可能是營銷人員一直在等待的重大突破。

    ◎Instreamatic並不是互動式語音廣告領域唯一的一家公司。Pandora表示它還將支持其他正在開發類似技術的供應商,比如今年晚些時候的AdsWizz。

    詳細全文:

    A fundamental part of the music business, advertising's latest evolution is arriving at Pandora in the form of interactive voice ads, built in partnership with Instreamatic around AI tech and with an alleged ability to understand listeners' speech beyond simple "yes" and "no" commands.

    Guest post by Bobby Owsinski of Music 3.0

    Advertising is a necessary evil. We all hate ads no matter what the format, but they help pay for the entertainment content that we consume. Simply put, no ads, no money, no content, and we all pay for subscriptions instead. The marketing industry is always trying something new to get our attention, and the latest is "interactive voice ads" that streaming service Pandora is slated to debut later this year.

    The interactive voice ads will allow listeners to speak directly to the advert to get more information. Pandora has partnered with ad-tech company Instreamatic, which specializes in new ways to present ads to customers online, to get the new format up and rolling.

    The interactive voice ads heavily revolve around AI, and supposedly can understand natural speech patterns beyond just "yes" and "no." It's said to understand user intent and be able to anticipate it even before the user speaks.

    This type of advert actually makes a ton of sense. So many people that interact with Pandora (or other streaming services – or even radio) do so when they are engaged in another activity like driving or working out or cooking, for example. They may hear an ad that they're interested in, but aren't able to act on it right at that time because their hands are full. Being able to talk to the ad in order to get more information could be breakthrough that marketers have long been waiting for.

    Instreamatic isn't the only company in the Interactive voice ads space. Pandora says it will also support other vendors that are working on similar technology, like AdsWizz, later in the year.

     

    Hypebot

    https://pse.is/J2F9V