Implications of Voice for Marketing Purposes: Market Snapshot Report

Implications of Voice for Marketing Purposes

What is interactive voice?
Two-way audio communication between a human and a device
IAB set out to explore why consumers are adopting Voice Assistants and Smart Speakers and what the implications are for marketers and the future of advertising.

This evolution of technology is unique because it’s not only introducing new devices and software, but it is also bringing on the mass adoption of a new interface for interacting with devices. For many consumers, this is the first time they are using their own voice to command a device and the first time they are hearing devices respond in a very human sounding way.

We are referring to this new engagement as “Interactive Voice”, which is the 2-way engagement that a . . .

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