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Outdoor Advertising Advantages When Combined With Voice Technology | by Ipervox | Jul, 2021

Where is the next great marketing innovation coming from? The advertising industry has changed drastically over the last decade, especially outdoor advertising. New technologies are pushing the industry forward with artificial intelligence, machine learning, voice search, and digital out of home (DOOH). Also, we need to consider the outdoor advertising advantages when used in collaboration with voice technology.

More and more advertising space is now available online, and digital out-of-home (DOOH) solutions have expanded significantly.

Most recently, COVID-19 has become a major disruptor in the world of outdoor advertising. It has disrupted the ways in which humans interact with the world, but, in non-pandemic years, people spend 70% of their time outside at work or school, commuting to shopping, or doing other activities. Outdoor is where OOH shines as a medium-allowing advertisers to reach those who spend most of their time outdoors.

However, outdoor advertising is again on the rise. There’s a lot to keep an eye on in the space, but marketers need to be ready for what comes next.

Out-of-home advertising allows consumers to see a brand in their natural environment and contributes heavily to an attractive brand image. It’s effective in creating brand loyalty and remaining consistent through multiple brands, products, and services. It’s also a great way to drive traffic to your business, which can lead to an increase in sales.

Creativity

People can never avoid seeing one

It is open to new technologies

It grants exposure to millions of people

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According to IAB, Out of Home (OOH) advertising channels lose parts of the budget dedicated to marketing by companies compared to online advertising channels. It happens because outdoor advertising channels have a lower interaction time than online platforms, and there isn’t any precise tracking. Let’s find out some problems marketing teams face when using these channels:

Reduced time of exposure

Not anyone driving past a billboard is part of the target market. Exposure time is short, so messages are limited to a few words and/or illustrations. What if users want more information?

Difficulty in measuring the audience

No Lead generation possibility

How is this possible: thanks to voice applications.

Users face every day a call for a link to click. Outdoor advertisements like ads in buses, buildings, and more need to generate awareness and increase numbers on marketing reports. The same happens with an ad displayed on a billboard or a bus station display. However, there is a lot of friction to access these links while in the real world.

Through voice applications, you can enhance the user’s experience from OOH advertisements by sending it to a voice assistant. It can be easily activated via voice on a mobile phone and then let the conversation begin. The experience with the brand is naturally extended.

What is a Voice Application?
A Voice Application is a voice-enabled software application that can respond to spoken commands or queries. Such applications can be used in the home, workplace, in the car, or on mobile devices. In our case, we are referring to voice applications like Alexa Skills and Google Actions.

Next, your company will take care that the creatives include the wake word of the voice application inside of them. The wake word will serve the customer to easily access the voice app, using a single voice command.

When the user sees the advertising, the only CTA for them is to activate the voice application for further information. Also, they will be able to save the link, access it later, and much more than that.

An extended time of exposure

Easy and frictionless way to measure the audience

Lead generation for each advertisement

You have to consider that, without the use of Voice Applications, the user needs to act immediately, either because the ad moves too fast or because they have to keep going. They need to memorize something from the ad, be it the company’s name, some link URL that invites them to go and visit it, or price, product logo, and more. A lot of information, little time.

Using Voice Applications instead, can really enhance the existing Outdoor Advertising Advantages and much more. In this case, the user does not need to stop what they are doing. Since the ad will lead the user to the voice app’s activation, they can ask their smartphone by voice to activate the app that gives more information regarding the advertisement. They can also ask for more information to be sent to their emails or phones as a text message and learn more about it later. There is no need to take notes, remember anything, or leave it for later (and probably forget about it).

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