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Nuance Unveils Voice Ads

Mobile ads can become an intelligent and engaging two-way conversation between brands and consumers.
Posted Apr 1, 2013
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Nuance Communications today unveiled Voice Ads, a new mobile advertising format that lets people have two-way conversations with the brands they love.

Nuance Voice Ads lets mobile advertisers and creative agencies go beyond the limitations of the four-inch mobile device screen and create conversations with consumers through the power of voice recognition.

Nuance Voice Ads is optimized for the unique capabilities of the mobile device: location awareness, mobility, and voice input. Voice Ads technology is fully scalable and integrated with and distributed across the entire mobile ad ecosystem. An ad appears and prompts the consumer to participate by speaking to it. From there, the conversation drives the experience, which is tailored to meet both the needs of the brand and the consumer.

Nuance has partnered with many companies in the mobile advertising ecosystem to ensure broad reach and distribution for Voice Ads. Creative advertising agencies include Digitas, OMD, and Leo Burnett, while mobile advertising companies, such as Millennial Media, Jumptap, and Opera Mediaworks (AdMarvel, Mobile Theory, and 4th Screen), will provide distribution to more than 100,000 app publishers and hundreds of millions of consumers globally.  In addition, mobile rich media ad servers, such as Celtra, are providing tools for rich media production and analytics on mobile devices.

"Compelling user experiences are critical to mobile advertising. You have only a few seconds to capture the interest of a demographic that is always on the go, multitasking, and seeking instant gratification. Voice Ads engages multiple senses while creating an even stronger emotional connection through conversation with a brand," said Brett Leary, vice president of mobile at Digitas, in a statement.

"Mobile advertising invites a unique opportunity for design and technology to work together, which makes Voice Ads an incredibly powerful new element in the world of interactive advertising," said Laura Schneider, mobile specialist at OMD, in the statement. "Infusing voice as part of the ad experience gives us an entirely new landscape of creative assets and capabilities that will transform a brand’s ability to quite literally speak directly to their target audience."

"Voice Ads redefines the relationship between consumers and mobile advertising, giving them an opportunity to engage with brands in a more meaningful way," said Michael Thompson, executive vice president and general manager of Nuance Mobile, in the statement. "Voice has already changed the mobile interface, making it faster and easier for consumers to discover and access information, and find people and content. Mobile advertising shouldn't be any different, and should be designed specifically around the unique capabilities of the mobile device."

Nuance Voice Ads is available now for mobile ad platform and network providers and creative agencies as a software development kit (SDK) that can be integrated into new or existing mobile advertisement campaigns.

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