Spotify recently launched voice-enabled ads. Voice-enabled ads are when a user is prompted to respond out loud and say certain voice commands. Spotify is testing this out in their podcasts. While this may seem unusual, there have been many studies that show that voice-enable ads are extremely effective as they are engaging the user in a new way that forces them to pay attention and participate. In fact, Radio + Television Business Report recently looked into the effectiveness of voice ads and found that they are much more effective than typical ads. They found that when compared to banner ads, video ads, and audio ads with banners, voice-enabled ads were the most effective. This is because there is research that two-way conversations are much more effective. People find this to be more exciting and engaging.
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