Dive summary:
- Nuance, a 20-year old software firm based in Burlington, Mass., has developed an ad product for mobile phones that interacts with users through voice.
- The product, Voice Ads, works by engaging a voice or text prompt that asks users to tap the microphone feature and talk to the ad; if the user talks to the ad, it starts a two-way verbal conversation.
- No brands have tested the product as yet, but developers hope the voice aspect of Voice Ads will generate the type of engagement that has been missing from mobile.
From the article:
"While Mahoney [Nuance CMO] hopes to generate traction among advertisers on streaming music services like Pandora, he said, 'we see great opportunities for this product in other formats, such as digital TV and automotive [in-car] apps.'"
