Preparing for audio’s shoppable future

Interactive audio advertising – where an ad heard on a voice-activated device prompts a voice command from the consumer – can be used to enhance brand experience, assist lead generation and generate transactions, according to a WARC Exclusive by OMD’s Flora Williams.

Audio opportunities

• Brand experience: Psychology studies show that memory encoding is processed best semantically, i.e. when actually understanding, and using voice fully taps into semantic memory processing. Voice, therefore, is a great way to drive awareness and consideration.
• Lead generation: Brands can invite consumers to test or try a product by removing cost or logistics barriers. This could involve coupons, sampling or setting reminders.
• Transactional: Advertisers can use interactive audio to create an instant way to direct a consumer towards purchasing a singular or package of products, to commit to a subscription, or to donate money.

Potential hurdle

Many brands still do not utilise sonics, prompts, music and voices within advertising, resulting in poor differentiation. Success might depend on investment in distinctive audio assets, though this may be less of an issue for advertisers with relatively high levels of brand fame.

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