Pandora launches interactive voice ads [TechCrunch Blog]
Unilever PLC (UL)
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Source: TechCrunch Blog
Pandora has begun to test a new type of advertising format that allows listeners to respond to the ad by speaking aloud. In the new ads, listeners are prompted to say “yes” after the ad asks a question and a tone plays. The ads will then offer more information about the product or brand in question. Debut advertisers testing the new format include Doritos, Ashley HomeStores, Unilever, Wendy’s, Turner Broadcasting, Comcast, and Nestle. The ads begin by explaining what they are and how they’ll work. They then play a short and simple message followed by a question that listeners are supposed to respond to. For example, the Wendy’s ad asks listeners if they’re hungry, and if they say “yes” the ad continues by offering a recommendation about what to eat. The DiGiorno’s pizza ad asks listeners to say “yes” to hear the punchline of a pizza-themed joke. The Ashely HomeStores ad engages listeners by offering tips on getting a better night’s sleep. And so on. The new format capitalizes on Pando
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