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Smart speaker ads fire up the brain & focus attention

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Ad Tech Attention Audio and Voice
Ad Tech Attention Audio and Voice Consumer Behaviour

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Smart speaker ads generate powerful responses in the human brain that can help build deeper connections between brands and consumers, according to new research from Neuro-Insight, commissioned by Octave Audio, Say It Now and Xaxis

The study investigated consumer engagement in a 30-60 second conversation with a voice assistant and compared brain responses with standard broadcast radio ads. 

It monitored cognitive functions such as long-term memory, engagement, emotional intensity, approach/withdrawal, and general attention.

The scientific study found that branded smart speaker ads trigger a 25% increase in overall brain activity when compared to branding in standard audio ads – helping to build stronger and more meaningful associations. 

It also found that engaging in a conversation with an ad via a voice assistant makes branding moments 11% more memorable; Neuro-Insight’s measure of long-term memory encoding is proven to correlate to future behaviour change and decision making.

What’s more, voicing a brand’s name back to a smart speaker generates a 30% uplift in overall levels of brain response compared to a standard ad, while hearing a smart speaker reply elicits 24% higher levels of positive emotional response – suggesting that having a two-way conversation with a smart speaker is enjoyable to the listener.

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By Charles Cadbury, CEO

Say It Now

Say It Now is an audio advertising technology business. They create actionable audio adverts that resonate, build deeper connections and cut through to target audiences using the power of voice and verbal interaction.

Their Actionable Ad platform allows the rapid creation of branded voice experiences and our data tracking suite delivers immediate insight. Together, these principles drive audience engagement through frictionless conversational experiences and real-time optimisation that results in better performing campaigns for brands across all audio channels. 

Find out more at https://sayitnow.ai/ .

Posted on: Wednesday 17 August 2022