how to use voice technology to create better performing radio advertisement

Radio advertisement might sound outdated, but it remains one of the most reliable marketing channels to reach a large number of people. With 30 seconds or less to communicate an exciting offer or product, radio advertising can be extremely effective in getting consumers’ attention.

Businesses can get a lot more brand exposure compared to text-based advertising. It’s much more affordable than online and text ads, and it’s also good at engaging consumers.

But what happens when you start integrating voice technology within radio advertisements? How can voice technology help improve radio advertising?

What happens is nothing more than better-performing marketing campaigns starting with a simple radio ad and ending with a customer having a conversation with your brand.

Radio advertisement is changing

Radio is an important tool for community engagement and it’s one that local radio stations must continue to help to keep alive. It can be found in homes, restaurants, offices, and even on the go, whether via mobile device or car radio.

Digital disruption of “traditional” media is one of the biggest misunderstandings about what technology brings. With the proliferation of smart devices, especially mobile apps, social media, and intelligent products such as virtual assistants and home assistants, consumers have more ways than ever to interact with brands and reach out to them.

Digital tools for engagement are far from a threat to traditional media

In fact, they expand the reach and opportunity for engagement with audiences. The only struggle with digital media has been to create a format that can match the radio with the audience’s needs.

The positive aspect is that smart, modern digital transformation enables radio stations to compete against agencies by maintaining their own customer relationships, cultivating their own pricing and differentiation strategies, and choosing a target group. This is especially true for radio with its unrivaled ability to engage and entertain listeners.

The impact of interactive voice ads

Historically, advertising has been primarily one-way communication. Businesses had only one way to advertise: to broadcast ads to the public on television, radio, print, digital media, or other formats.

Now, advertisers are using two-way interactive communications tools like chatbots, live chats, and customer service systems to engage with their customers. These tools help businesses understand how people feel about their products. They increase direct sales, improves customer service, and saves a lot of money in the process.

This is why interactive voice ads have entered the marketing space as a promising method for better marketing campaigns and effectiveness tracking.

But what are interactive voice ads?

Interactive voice ads are a voice advertising method that triggers a consumer response by using a consumer’s own voice. The call-to-action within an ad can be triggered through a smart speaker or a smartphone’s voice assistant. Therefore, it allows campaign creatives to be more personalized, creative and engaging by going from static to conversational.

As mentioned above, what enables you to use this revolutionary marketing channel is voice technology. More specifically, voice applications that users can access through platforms like Amazon Alexa and Google Assistant.

Practically, the tool that allows users to engage with voice advertising when used in radio advertisement are the following:

  • Alexa Skills through Amazon Echo series of smart speakers or their wearables.
  • Google Actions through Google Home smart speakers or Google Assistant on mobile devices.

How to integrate voice technology in radio advertisement campaigns

In this new era of smart speakers, consumers want to use voice assistants for their daily tasks and listen to streaming music. The latest report shows that smart speakers are increasingly becoming the primary shopping device for Americans. Therefore, businesses that advertise on radio need to be excited about this changing landscape!

Yet, the implementation method depends on how your business wants to use this technology. Considering this, you can go in two directions as follows.

Using radio skills accessible through smart speakers

Smart speakers like the Amazon Echo and Google Home are a great way to access stations that you enjoy. With them you can easily access music from sources such as Spotify or Pandora.

Smart speakers are an exciting new technology that allows people to access radio content in a modern, easy-to-use format, and on-demand. They can be considered the next step in the evolution of radio.

As more businesses and consumers begin to use smart speakers, the radio industry is poised to take advantage of the new technology and serve more customers while making its advertisements better performing.

Considering the expanded reach radios have through smart speakers, it makes them a great advertisement channel. For example, only in the US are more than 65 million smart speaker users.

What you can do in this is to launch a marketing campaign with conversational traits. It means the audience will be able to interact with your voice advertisement using simple voice commands. Be it through Amazon Alexa or Google Assistant, every member of the audience that will listen to such an ad will have the possibility to speak directly with your brand.

Countless radio stations have their own Alexa Skill or Google Action available for every user to enable. Here we can mention even Spotify and Pandora, the ones with a high number of users, who offer spaces for voice advertisement.

The best part about radio advertisement through smart speakers is the fact that they offer detailed analytics about user engagement and other important data. Also, you can easily optimize such campaigns over time for better reach, performance, and results.

Pandora is working to make voice advertisements even better

One of the fine examples we can mention regarding streaming platforms with their own voice application is Pandora. Pandora has already started to experiment with real-time ads on the radio. The deal with Instreamatic will allow it to test out real-time advertising of simple, interactive voice ads.

Once Pandora users are able to opt-in to audio ads, they’ll be able to react to them in real-time. They can skip the ad, ask for more information or activate a request to see it again. The new feature might help Pandora reach listeners who may not be able to engage with the visual ads while doing other things.

Using traditional and online radio

When it comes to using traditional or online radio apart from the audio ad streamed from a certain radio station, you will need a voice application dedicated to it.

Here is where your business will need to consider two factors:

  1. For your advertising campaigns to reach a conversational level a voice application will be needed. It can be created as an Alexa Skill, as a Google Action, or both.
  2. The thing with the voice application needed is that you can continue to use it, not only to engage your customers with a single marketing campaign. Also, you can use it as a meeting point with your customers and your brand or maybe for other advertisement campaigns. It will be entirely voice-driven, which will make the experience unique.

First, you will need to launch an audio ad on a radio station of your choice, based on your target audience. Here you can make a brief presentation of your product/service. Then, simply invite the user to get more information by enabling the dedicated voice application through their smart speakers.

The only thing the user will need to make the transition is the wake word of that voice app. This makes the transition frictionless since the user won’t need to pause what he is already doing or take the adventure of finding your website online to reach it.

Once the audience member has enabled the voice application, here things can only go better. The voice app will take the user into a conversation built by questions and answers. There will also be users who will not enter the sales funnel. However, such a memorable experience will for sure make them remember your brand’s name. This will later increase your brand awareness.

The benefits of using voice technology in radio advertisement

There are many benefits to using voice technology in combination with a radio advertisement. Such a combination does not only gives the audience a new perspective on how they can engage with your brand. But, it can also be able to converse with it on demand.

Improved user engagement

Be it as part of your advertisement campaign or for other purposes, voice applications always tend to bring out a higher user engagement. The reason for this is the fact that they bring the user a new yet familiar experience. It’s the experience of exchanging conversations.

The qualities that make voice applications so successful are:

  1. Being conversational. Being conversational means you can talk directly to your audience. You can make questions, and give answers while allowing them to do the same. Of course, building a good conversation flow will require a good voice design. But, that is perfectly doable using the right resources.
  2. Being frictionless. It means that the user won’t have to interrupt what he is already doing to engage with your voice app. All he needs to do is to pronounce a certain voice command to his voice assistant. Then, the user can easily speak with your brand.
  3. Being personalizable. You can easily customize Voice applications to adapt to the user’s answers, provide counter-arguments and better convince them. This will require the user’s confirmation but, once done, will definitely create a more real-life interaction.

Detailed analytics and user engagement data

In a great difference from traditional radio advertisements, using them in combination with voice applications can generate a lot of valuable data.

Such data can be generated from getting to know how the user interacts with the voice app. It gets generated from their answers to your questions, what questions they make, and the overall voice interaction. Later, you can use this data to build better conversation flows, analyze user’s behavior, and improve your services/products.

In case you are wondering how to make this type of combination happen, Ipervox is here to help. We can help with extensive experience in Voice Application development and having an appointed Alexa Champion as part of our development team. We can guarantee a successful implementation of this type of approach. Also, we can assist with the voice design and a go-to-market strategy.

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