in the era of conversational ads
Marketers now have a new type of ad usually available for their campaigns: conversational ads.
This is the result of Google's launch Tuesday of its new conversational marketing platform AdLingo that provides a frame similar to an ad in which conversational ads can be placed.
Along with the AdLingo ad, Google reported working with three conversational ad providers: the Advertising / Marketing Intelligence Company, Valassis Digital, the LivePerson Conversational Trading Provider and the Chatbot Provider Take.
An advertisement that behaves like an email application. AdLingo provides the first format generally available for conversational ads outside of email applications. "We provide advertising," said Mike Balducci, vice president of Valassis' strategy, "and we serve the cat." He explained that Google has created a graphic ad that behaves like an email application.
A little bit of history. Previous efforts included ads on Facebook Messenger and other messaging apps, as well as Adobe's Watson ads, launched by in 2016 only on Weather.com apps and Weather Channel owned by IBM, and that . recently made available to the public . IBM ads, of course, can offer deeper and more compelling interaction because it's a conversation led by Watson, Jeopardy's winning supercomputer.
Balducci noted that his company has been providing conversational ads since 2016, primarily on Messenger, using the Microsoft Bot Framework and the Luis.ai Natural Language Processor.
He added that responses to Valassis AdLingo ads, such as the campaign for Kia, were mostly blocked, with the ad seeking limited information instead of engaging in a large-scale conversation.
Kia ads, for example, query the user about currently owned cars to estimate a trade-in value and offer local inventories access to the inventory.
Delivery basis and cost. AdLingo ads run programmatically through Google's ad network and, like most display ads, cost is based on impressions-based CPM. But the real value for marketers lies in the interaction of the user, which can last a few minutes and for which there is no extra charge.
Why this is important for marketers. Balducci said it did not have statistics to determine whether conversational ads were working better than regular ads. However, an obvious benefit is that marketers can now present conversational ads outside the walls of email applications, including Facebook Messenger. Weather Properties.
The data on the interactions received by the brand are essentially the same as those available via, for example, Messenger. Balducci added that, according to its initial estimates, the cost of Google's AdLingo conversational ads is lower than that of Messenger.
This story was first published on MarTech Today. For more information on marketing technology,
About the author
Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a senior editor for VentureBeat, and he wrote on these technical topics, among others, for publications such as CMSWire and NewsFactor. He founded and managed the website / unit of PBS Thirteen / WNET; worked as a Senior Producer / Writer Online for Viacom; created a successful interactive game, PLAY IT BY EAR: The first CD game; founded and directed an independent film, CENTER SCREEN, based at Harvard and M.I.T .; and served for five years as a consultant to the M.I.T. Media Lab. You can find it on LinkedIn and Twitter on xBarryLevine.