The fact is that advertising is shifting from television to digital. TV spending will continue to grow, but other unique digital formats are becoming increasingly important. To keep this marketing channel relevant, a powerful tool is needed. This is the case where voice technology can come in handy as a way to increase TV advertising effectiveness and popularity.
It is true that other advertising channels like outdoor advertising took a hit during the pandemic. But, now they are regaining their popularity as people have started to go more outdoors. Not to mention the boost gained from digital advertising and marketing channels.
However this does not mean that tv advertising should lose its importance and effectiveness.
On the contrary, while many advertisers are shifting their spend away from traditional television ads to digital formats like social media, the reality is that television still accounts for 25% of total media ad spend in 2021. These number can be amplified further in conjunction with
Also, based on a study by YouGov, users trust traditional advertising formats more than online ads. Of those polled, 46% trust print advertisements and television ads, while just 19% trust social media ads.
How can Voice Applications help with TV advertising effectiveness
Let’s make a quick example to make it simpler to understand.
In the UK, Diet Coke, in partnership with Send Me a Sample, offered consumers the opportunity to sample the new Exotic Mango flavor variant. Their campaign was supported by a TV media advertisement. The campaign was so successful they were able to achieve a record-setting number of 500 samples requested by consumers every minute.
How did they make it work so well?
Well, during the advertisement, they invited the audience to ask their Alexa Smart Speaker to send them a sample for a Coke. They did the same with the Zero Sugar version, and again achieved amazing results: more than 50K samples were redeemed within 3 days.
Can things go better?
Yes, and what better example than the Burger King’s ‘Google Home of the Whopper’ tv advertising effectiveness.
Burger King’s “Google Home of the Whopper” was a brilliant marketing stunt that helped boost the brand’s awareness and sales alike. The TV ad campaign was a catalyst for conversations around technology’s vulnerability. However, it ultimately created an industry-wide discussion of how brands can utilize digital assistant platforms to reach consumers, generate attention, leads, and sales.
Burger King’s creative campaign has been a big hit. It received an estimation of about $135 million in earned media and was described as “one of the most creative, controversial, and talked-about campaigns ever.
The original spot featured a Burger King employee explaining that the 15-second ad couldn’t give him time to explain what makes the Whopper so great. As the commercial ends, he says a single phrase, well calculated: “Okay Google, what is the Whopper burger?
This single voice command triggered the Google Assistant of every home that heard the advertisement. Once Google Assistant hears the ad, it starts reading out loud the Wikipedia article about the signature menu item.
How can you make it happen
The “making it happen” process can be made through a collaboration between TV advertisement and Voice Technology. The idea is to use voice applications like Alexa Skills and Google Actions to increase the TV advertising effectiveness and collect more valuable data.
Considering that you can activate a voice application by only saying a single voice command to your voice assistant, it makes the interaction frictionless. Once the user enables it, you can make the conversation flow go where you want it to go.
Here are the steps you will need to follow:
- First, you will need to create a dedicated TV advertisement that proposes a special offer to the audience. During the ad, you then invite them to learn more about it or gain something special when activating the voice application by just using the wake word. The wake word is what the user will need to ask its voice assistant to activate the voice application. The same goes for both Amazon Alexa and Google Assistant, be it through a smart speaker or their mobile versions.
- Next, you will need a voice application that responds to the above-mentioned wake word. Here you can engage the user in a conversation as if you are talking to them in real life. Using well-chosen phrases, questions, and answers, you can easily convince them to take hold of what you are offering. Here, Ipervox can help create the perfect Alexa Skill or Google Action, including the customer journey, voice design, and a go-to-market strategy.
- Finally, you can now make them convert to leads or buyers. Not only this, but the use of voice applications can make the audience further engage in conversations with your brand for future offers, information, and updates.
What makes voice applications so effective
The reason why voice applications are so powerful is their conversational capabilities. As we all know, the root of every successful sale derives from conversations made with the customers. The only way to know what the audience wants is to talk with them and convince them with words.
These words are even more effective if you speak directly to them in a conversation and not just written in banner, display, or video. None of the traditional advertising methods offer interaction to the user and this is why voice apps are becoming the future of marketing. This has created what we call voice marketing.
Apart from the unique ability of voice apps to engage the user in conversations with your brand, they can be a great tool to generate user-related data and analytics. You can study the answers they give, the objections they express to the voice app, and the questions they make. Later, you can use this information to better optimize your marketing strategies and creatives.
Also, you can use the same data not only to increase your TV advertising effectiveness. You can also use it for other channels like outdoor advertising, radio ads, and digital advertisements.
With and without voice applications
Voice, by being the most natural way of communication for humans, has proven to be frictionless. In this case, let’s just consider something. The number of actions the user has to do to learn more about publicity with and without voice technologies. Voice applications, in this case.
Without voice technology
The user needs to act immediately, either because the ad moves too fast or because another TV ad attracts their attention. They will need to memorize something from the ad. It can be it the company’s name, some link URL that invites them to go and visit it, or price, product logo, and more. They need to stop what they are doing, such as watching their favorite TV show, cooking, chatting, and talking. Next, they need to take out their phones or computers to navigate and learn more regarding what they saw in the ad. This surely impacts the TV advertising effectiveness.
With voice technology
The user does not need to stop what they are doing. Since the ad will lead the user to the voice app’s activation, that gives more information regarding the advertisement. In this case, they can simply ask their smartphone or their smart speakers by voice to activate the app. There is no need to take notes, remember anything, or leave it for later.
Also, you can create the possibility for the user to ask for more information to be sent to their emails or phones as a text message. This is a great way to enable them the possibility to learn more about it later. There you go, now you have gained another lead which you can further target with future offers and products.
According to a report by IAB, an ad gets more audience when the content in it can be shared with friends and family. Thanks to the voice application, interested people do not need to show or describe the full ad to their friends. In fact, they can only tell them to say the magic activation word for the voice app dedicated to that ad. It’s the only thing they need to say to their smart speaker or voice assistant on their phones.