JetBlue Voice Ad
Learn to Speak Pigeon
Advertising is no longer a one-way street.
It’s easy to think that what you’re holding in your hand is a mini-computer, because much of what you do with your phone is reading, watching, tapping and swiping. But a smartphone is still a phone, something you speak into and expect a reply. Up until now, brands were not included in that conversation. But with Voice Ads technology from Nuance Communications, advertisers can communicate their message with consumers… and those consumers can talk right back.
How does it work?
The ad invites the user to speak into the phone with questions or a game that uses voice interactivity. The words are converted into text form and analyzed using “fuzzy logic” that picks out certain key words and generates an appropriate response. The technology is the same that is used in Siri and Dragon Dictate, so there is a high level of accuracy. And, because the voice response is converted to an audio signature file before it is pinged to the server, everything happens very quickly — under two seconds. (Audio signature files are much smaller than standard audio files.)
Who is using it?
Opera Mediaworks is the first to launch the unit in the U.S., and it did so with the national air carrier JetBlue. See how the ad works in the video to the right.
This is what real engagement looks like.
With Voice Ads, the possibilities are endless. Marketers can finally truly ‘speak’ with their target customer and draw them into conversation. Furthermore, fuzzy logic takes away the need for information-gathering in multiple stages; instead of entering fields into a form one by one, users can speak an entire sentence laden with keywords such as “I want a hotel deal to Las Vegas this weekend for two people” to an ad and the technology will take care of the rest.
Stories about the campaign
Fly JetBlue and Stop Being a Sad, Pathetic Loser Like This Pigeon adweek.com
JetBlue’s Digital-Ad Trip wsj.com
JetBlue differentiates mobile ad efforts via voice recognition mobilemarketer.com
JetBlue Voice-Activated Ad Teaches People To Speak ‘Pigeon’ adexchanger.com
Get going with Voice Ads.
Voice Ad is available from app publishers that are using the newest version of the AdMarvel SDK on the Opera Mediaworks mobile ad platform. Contact us today to find out how to get started.
Sales (Brands & Agencies)
Darin Honey
darin [at] mobiletheory [dot] com
General Contact
info [at] operamediaworks [dot] com
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