. Nars' campaign is delivered to Amazon and Google smart speaker users, and listeners can tell their smart speakers they want to order samples and have them delivered to their home addresses.While voice-activated campaigns are not new, the success of this and others like it could give advertisers another performance-driven ad option.
Spotify and other audio streaming platforms are therefore well positioned to incorporate the shopping capabilities of a voice assistant into advertisements on their platform. It may be a more seamless experience for users to take direct action after hearing a voice-activated ad, as opposed to being served ads on mobile or desktop devices. Advertisers could potentially create voice-activated ads that allow users to sign up for a subscription or make a reservation.
As smart-speaker usage increases and advertisers continue to pivot to direct-response options during the pandemic, the benefit in interactive audio ads is worth exploring.
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