Optimise ads for voice to drive sales

New Ideas in MarketingEssential news for marketers, summarised by YouGov
July 05, 2021, 11:34 AM GMT+0

CTV ad spending to grow 60% to $14 billion by 2023, according to eMarketer.

Adapting to consumers’ changing buying habits can help brands thrive. The use of voice assistants has increased significantly, with over 90% of decision-makers investing in voice optimisation and 94% planning to increase investments, as per Adobe.

Brands should implement Voice Engine Optimisation (VEO) methods to optimise for voice search. Also, over the top (OTT) content grew in popularity amid COVID-19, with around 80% of US TV households having at least one connected TV (CTV) device in 2020.

Automatic content recognition (ACR) and predictive recommendations can personalise CTV and OTT ads, as well as impact consumers’ buying habits. With varied ads like quizzes, QR codes and more being deployed across channels like social, digital-out-of-home (DOOH), CTV, innovation and gamification of ad formats can also be seen.

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