Right now we’re seeing an explosion of smartspeaker ownership. Today there are an estimated 120M smartspeakers in the US, and predictions are that by next year 75% of American households will have at least one smartspeaker in them. Thanks to this boom we’re spending more and more of our media day on smartspeakers. If you remember the Golden Rule of Marketing, that ad dollars ALWAYS follow media time spent, it’s predictable that more brands are beginning to experiment with audio ads on these devices.
One of the more interesting learnings from these early tests comes from Adobe Analytics, whose research shows that audio ads on smartpeakers are 38% less intrusive than other traditional and digital ad formats, and are 39% more engaging.
If you ask any marketer these days they’ll tell you the number one thing they want more of is consumer engagement with their ads. But in today’s world of more ad clutter and shorter attention spans its harder to engage than ever before. That’s why these stats about audience engagement with audio ads on smartspeakers are so encouraging.