If a picture is worth a thousand words, what’s the value of a voice? That’s what Madison Avenue is about to find out as one of the biggest
developers of voice and language translation technologies releases a new mobile advertising format enabling brands to literally talk one-on-one with consumers. The format, dubbed Voice Ads, is being
rolled out by Nuance Communications, the same company that powers natural language voice programming for Google Voice and Apple’s Siri, and it’s already looking at applications for other
media, including out-of-home and television.
The new mobile voice formats have already been beta tested by three major shops -- OMD, Digitas and Leo Burnett -- and have
become part of the offering of one major mobile rich media advertising platform, Celtra.
The new formats overcome a major barrier for marketers seeking to reach
on-the-go mobile media users, especially on small screens where text or even rich media banners just won’t cut it. Instead of relying on the screen to communicate, the ads enable brands to
literally talk to consumers.
At least three major mobile ad networks -- Millennial Media, Jumptap and Opera Mediaworks -- have agreed to offer the Voice Ads