Built In: Behind Pandora’s Interactive Voice Ad Experiment
1 min readMar 6, 2020
Hal Koss, Staff Reporter at Built In, published a great overview article about voice marketing.
Tushinskiy said that being able to connect with interested users in a novel way is obviously attractive to advertisers. But even more intriguing, he says, is the ability to learn about the non-interested users, the ones who give a negative verbal response.
“This is the very first time, even in digital marketing history, when brands can learn about 99% of people who don’t click on traditional digital advertising,” he said. “If an ad is irrelevant, there is no way for people to tell the brand ‘I don’t want to hear or see this ever again because I already got a car.’ Now brands can actually hear that.”
