Granular Attribution Of Audio Campaigns.
THAT’S WHAT WE’RE TALKING ABOUT HERE.
Because: Total internet audio advertising revenue reached $2.7 billion in 2019. That was a 21.2% increase over the $2.3 billion spent by advertisers on digital audio in 2018. Audio is red hot. Digital streaming is up 11% this year due to COVID and these habits are here to stay.
We at Say It Now got a lucky break this summer when we were awarded funding to explore how highly targeted audio ads could drive transactions via voice assistants (read more here). We have taken that learning to take Actionable Audio Ads to market.
But why is this important? We unlock a way to complete a campaign goal using Voice Assistants and can thus deliver end to end campaign attribution adding significant value to the growing digital audio advertising ecosystem. We tie 3 buckets of data together in our data studio:
- In stream audio ad delivery
- Interaction report through the voice experience
- Transaction data
Whilst this is not yet a performance channel, far better suited to brand response campaigns at present that is of course the direction of travel with significant innovation being brought to bear to enable voice experiences to play an important part in integrated campaigns. One such innovation is Amazon Quicklinks.
Launched this summer, if you have an Alexa device you can use a link like this to start a voice experience. The link brings up an interstitial page that displays the name of the skill and the echo devices associated with your Amazon account. You click on the device you want to engage with and the voice lead experience starts from that device. See screen example below:
To explain actionable audio ads it’s sometime useful to think about them like a campaign microsite or app, just housed within a voice experience. There are 3 principal types of campaign where this works really well:
Voice Assistants like Google Assistant and Amazon’s Alexa are becoming more ubiquitous by the day with more than 8 billion voice enabled devices predicted on earth by 2024 now is the time to get good at taking advantage of this channel and Say It Now is here to help.