The voice boom is coming, so brands need start shifting their focus: Forget what advertisements in the future will look like – what will they sound like? The rising popularity of voice-enabled devices, be they digital assistants or smart home speakers, means advertising on such platforms are emerging – and paid opportunities are almost non-existent. Consumer trusts isn’t there Microsoft’s head of evangelism for search, Christi Olson, said her company isn’t yet advertising on its platforms because consumer trust isn’t there yet. The company ran a survey that found consumers are unsure of how their data is being used, and when exactly the devices are listening. Cautious advertising This friction may hinder paid advertising opportunities, but it isn’t deterring consumers from engaging with voice-enabled devices. Information from Alpine.AI shows there are over one billion voice searches per month on smart assistants, as of January 2018. Jim Cridlin, global head of innovation at Mindshare, explains this consumer-platform relationship as a ‘trust truce,’ where consumers are using a device that meets their needs, while companies like Microsoft, Google, Amazon and Apple are taking a cautiously deliberate approach to advertising so they don’t alienate users. “It’s not that brands don’t want to take advantage of [paid advertising opportunities],” Cridlin claims. “I think it’s the other side of the equation. It’s the platform owners that aren’t yet ready for brands to advertise their content. They want to get the behavior in place, go from the trust truce to one of total trust, before they introduce advertising on their platforms.” Using data to enhance The simple fact that speaking is easier for most users than typing means voice-enabled...
As businesses prepare to enter their biggest quarter of the year, we look at how the big trends are faring so far. Where are brands putting their money? And more importantly, where should they be putting it? Organic Social Media The general view on organic social media is that it is on its’ way out. However, research by OneChocolate showed that 59% of marketers have increased their investment in this area over the past 12 months. Notably, a big area for investment is hiring talent in the form of skilled strategists and content creators. Social vs. traditional media While social media platforms race to prove to users they can protect their data, there has been a resurgence of trust in newspapers and magazines (MediaCom, 2017). Snapchat, Facebook and Twitter all reported declining user numbers in their half-year results. Brits’ concern over what’s fact and fiction is heightened. Only 4% of Brits can identify fake news stories correctly. Podcasts: niche to mainstream While podcasts have been around for over a decade, 2018 has seen the medium switch from niche to mainstream. 61% of UK adults now regularly listen to at least one podcast, with 21% listening once a week. 68% say that they were more likely to listen to a podcast today than three years ago (Spotify, 2017). This increased interest in podcasts is potentially lucrative for brands. 70% of listeners have heard podcast advertising, and a huge 76% of those took action afterwards, such as looking for more brand info online, visiting a brandʼs website or sharing brand information online (Acast, 2018). Brands and broadcast UK streaming subscriptions recently overtook...
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