Pandora is launching a series of interactive voice ads featuring Doritos, Ashley HomeStores, Unilever, Wendy’s, Turner Broadcasting, Comcast, and Nestle.
“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 company believes these types of ads will be more meaningful as they force listeners to pay attention. For the brand advertisers, voice ads offer a way to more directly measure how many people an ad reached — something that’s not possible with traditional audio ads, which by their nature aren’t clickable.”
Why it’s hot:
With loads of fraud in the digital media landscape, it’s interesting to see Pandora developing a new way of ensuring eyeballs and ears. I also think it opens the door for interesting ways to serve and target consumers.