Looking to cut through the noise? The brain suggests you action(able) audio ads

Shazia Ginai

Research into the impact of interactive audio ads on memory encoding and engagement.

Imagine you’re sitting at home, listening to the radio, and the ads come on.

You’re in the market for a car. You hear an ad for Audi’s latest model, and without lifting a finger, you ask to book a test drive at their nearest dealership. It’s that easy. Next, you’re given the details on Berocca Boost, its energy vitamin and mineral effervescent tablets with added caffeine. In the next breath, you’ve purchased the supplement using a simple voice command.

Actionable audio ads, which consumers interact with by speaking, have only been active for around two years. Still, the above campaigns...

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