• by Erik Sass  @eriksass1, October 2, 2014

XAPPmedia, which specializes in interactive advertising for audio apps, has unveiled a new product, Interactive Audio Content Promos, which allow the user to access content with voice commands while listening. The technology uses the microphone on mobile devices to enable the listener to access additional content through voice-controlled, hands-free technology while engaging in other activities.

The XAPPmedia content service basically applies the same kind of voice-based interactive system it developed for ads to publishers’ content. The technology has already been adopted by National Public Radio, which is employing the content promos to expose listeners to new audio programming on its NPR One and NPR News apps, allowing them to hear it immediately by repeating phrases like “play next.”

National Public Media Vice President of Digital Strategy Bryan Moffett noted: “Users often are listening with our apps in background mode, and cannot easily touch or look at their devices. The option of voice response improves the experience and gives them greater control. We've also seen great response from the audience on these voice offerings.”

In general terms, the XAPPmedia platform supports three basic formats: simple branding (with no interactivity), engagement ads with the option of hearing additional information, and conversion ads that enable the user to take an action like buying the product, calling a brand representative, sending an email, accessing a coupon, or downloading a mobile app.

The company’s XappAds are compatible with all Internet radio apps as well as news apps and podcasts, as long as they allow a simple plug-in to enable voice responses.

Back in April Xapp announced that it raised $3 million in seed funding from private investors, which it is using to roll out the service to more publishers and advertisers.