Spotify announced on Thursday that it was testing a new voice-activated mobile advertising experience to allow listeners Interact with the content with the help of voice commands.
For now, the streaming service is experimenting with the format to direct listeners to branded or original content. The first test ads promote a branded playlist from Unilever's original Clash podcast and Spotify Studios.
How does it work. When a voice announcement is broadcast, listeners can choose to participate by answering "read now". This voice command activates the playlist or podcast, which also contains additional announcements. If the listener does not answer or says anything other than the "Play Now" command, the current audio content will resume normally.
Ads will only be shown to a subset of users located in the United States. microphone permissions granted in their settings and streamed from the free version funded by Spotify advertising. Users can choose not to participate.
Why we should care. The new voice command format highlights Spotify's ongoing efforts to develop its advertising-supported streaming service and invest in voice solutions.
Formats could provide advertisers with effective ways to promote content and engage consumers when they are not at the helm. in their screen devices.
About the Author
Taylor Peterson is the Associate Editor of Third Door Media, which runs a leading cover in the industry that informs and inspires marketers. Based in New York, Taylor brings marketing expertise based on creative production and advertising for international brand agencies. Taylor's editorial focus combines digital marketing and creative strategy with themes such as campaign management, emerging formats and display advertising.