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Advertising & The Telephone. SpeechTEK West ’07 B204 – Randy Haldeman. VoiceAds – Ads Over the Phone. VoiceAd: an 8 to 10-second audio clip played during call Advertisers use for brand awareness or to steer behavior Can be used in Directory Assistance or enterprise calls

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Advertising & The Telephone

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Advertising &The Telephone

SpeechTEK West ’07B204 – Randy Haldeman


VoiceAds – Ads Over the Phone

  • VoiceAd: an 8 to 10-second audio clip played during call

    • Advertisers use for brand awareness or to steer behavior

    • Can be used in Directory Assistance or enterprise calls

  • Dozens of types available, including:

    • Initial Sponsor Ad: Initial branding message

    • Switch-Away™ Ad: Convince competitor’s prospect to call you

    • Category Ad: Convince caller why you’re best of 3

    • Secondary Sponsor Ad: Remind caller to visit or call you later

    • Location-specific Movie Category Ad: Extend commerce around movie outing

  • Rules of Play:

    • Always play a sponsor ad up-front

    • Play a “middle ad” only when appropriate

    • If no middle ad played, play a Secondary Ad, if available

      • Only if it matches the front-end ad


Example Solution for Movie Ticket Purchase(Listen for 2 VoiceAds in Call Flow)

Johnson

Name: ________

TIME

  • 12:20pm

  • 3:20pm

  • 6:30pm

  • 9:30pm

# OF TICKETS

Adults ____

Children ____

1

2

Ö


Example Solution for Movie Ticket Purchase(Listen for 2 VoiceAds in Call Flow)


2 Examples of Ad-Supported Directory Assistance


Switch-Away Ad with Coupon

Ö

Cell phone __ Fax __ Email __

480-3325

Connecting to: ________

Ö

Search by Name ___ Search by Category ____

What city and state? _____________

Chicago, IL

Offering coupon makes it more likely that caller will switch to advertiser


Ingredients, O/H &Labor = $5.50

ROI Example for Pizza Shop

Pizza price = $12.50

Coupon = $2.00

Profit = $3.50

Ad fees = $1.50(including 25c coupontransmission fee)

ROI for “Switching-Away”a customer is 233%

($3.50/$1.50)


Category Ad with Directions

$1.50 Bid

$1.00 Bid

$1.25 Bid

Denver, CO

What city and state? __________

Ö

__ Business __ Residence

Restaurants

What listing? ____________


Why VoiceAds Work for Advertisers

  • Caller choose to listen to ads

    • Versus paying $1.25

    • The “mental door” is unlocked

  • The customer is actively listening

    • You have their full attention

    • Unlike with TV, radio, direct mail, banner ads, billboards, etc.

  • Ads match callers interest

    • Looking for a luxury car dealer, get a Lexus ad

    • Looking for a pizza, get pizza ads

  • Ads can be perfectly targeted

    • Specific state, city, area code, prefix, day of week

  • Incentives can be used sparingly

    • Offer coupons when competitors are searched

    • Not when caller is already asking for you


Will Callers Tolerate Advertisingon the Telephone?

  • Yes, if done right! Needs to be targeted and personalized

  • Fastest adoption rate of virtually any new service in history

  • It makes sense to both caller and advertiser

  • 74% of respondents in poll state they would prefer to use a free-411 service with an audio ad versus paying for a paid 411 service without an ad


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