Voice Search Changing The Rules Of Content Creation

Changes in browsing behavior, preferences for content consumption, and adoption of voice search have put content creation at the top of most marketers' lists this year. It not only improves customer engagement, but provides a lead generation tool. The biggest challenge is ensuring that content lands on the correct page.

Content creators looking for a little fraud prevention for video can now find it in a partnership between video marketing platform Innovid and Integral Ad Science, which patented ad-blocking technology that protects against fraud, creates brand safety and aims to improve the accuracy of targeted ads.

Blocking occurs in real-time and at the impression level on desktop. In addition to avoiding fraud, blocking can also prevent ads from serving the wrong geographic location, or on pages with specific keywords, according to Wednesday's announcement.

The U.S. Patent and Trademark Office granted IAS a patent in 2013 that creates a firewall to block ads from serving on the same page as a variety of preset media attributes and quality measurements. The goal is to ensure that advertisers only pay for impressions that generate the highest return.

Content creation is difficult enough. While a HubSpot study reveals that 55% of consumers participating in the survey said videos are the most favored form of content, another study from DemandWave suggests that U.S. B2B marketers rank the media as one of the most difficult content formats to produce, even though it ranks among the top three most effective to drive leads.  

Now put voice search into the mix. How do marketers optimize for voice as audio and mobile drive consumption? Voice search drives consumer mobile video consumption and marketing investments, which Strategy Analytics estimates will reach $25 billion by 2021 worldwide. The first forecasts a 28% compounded annual growth rate during the next five years.

When HubSpot asked survey participants to name the voice search tool used monthly, 37% said Apple Siri; 23%, Microsoft Cortana; and 19%, Amazon’s Alexa. Artificial intelligence will determine the content to serve, whether its on home hub devices, in search engines or on social and video sites like Facebook and YouTube.

Where do consumers watch video content, according to the HubSpot survey? Some 45% watch an hour or more of video content on Facebook and YouTube weekly. As of April 2016, Facebook supports about 1.65 billion daily active users that watch 8 billion videos daily.

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