During the holidays, we all start to take mental notes about what we want as gifts. We make lists, we circle Black Friday ads. However, one piece of breakout technology that has topped Christmas wish-lists this year are devices such as the Amazon Echo and Google Home.
These devices use voice-first technology, allowing users to gather information about traffic or weather, play music, listen to audiobooks, and much more – all hands-free. The devices recognize your voice and learn your speech patterns, vocabulary and personal preferences. All you do is ask it a question or give a command and it complies.
This easy-to-use technology is allowing consumers to find information without searching the internet, which is why over time we’re going to be seeing a dramatic shift in advertising. Pay-per-click ads and Google text ads will become a thing of the past with the growth of voice-first technology.
The Demise of Text Ads in a Voice-First World
Although web-based searches will never completely disappear, younger generations are growing up during a voice-first revolution. Just as CDs, DVDs, tapes and records have become nearly obsolete, future generations will expect voice interaction without pages of search results. They’ll want perfect answers to their questions, but most of all they’ll want one perfect answer.
Because search engines like Google generate the vast majority of their revenue from on-page advertising, there is going to need to be a profound shift in the way companies advertise.
Google is aware of this imminent change. During a recent investor call, Google’s senior vice president of advertising and commerce stated frankly, “One thing that we are all clear about is the days of three top text ads followed by ten organic results is a thing of the past in the voice-first world.”
In a voice-first world, advertising will be forced to evolve. Traditional advertising methods will face the unique challenge of causing an interruption in dialogue if used with voice-first technology. Can you imagine chatting with a friend and having them interrupt to announce the latest technology or shopping deals? When someone asks their voice-first device a question, they’ll want an answer, not an advertisement.
Because voice-first technology is in its infancy stage, no one knows exactly what advertising will look – or sound – like in a voice-first world. However, one thing is certain: advertising will be facing unique challenges in the near future, leaving the door for innovative marketing opportunities wide open.
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