Can Dialogue Advertising Eliminate Much of Digital Ad Fraud as We Know It?
MarTech Series published a guest article by Stas Tushinskiy, CEO Instreamatic, on how voice dialogue advertising can solve the accidental click and fraud challenges.
From the article:
I believe the swiftly arriving Era of Voice can bring about a sea change that will introduce entirely new and unprecedented ad experiences, along with rich new metrics with the power to thwart current ad fraud practices. Led by Alexa, Siri, and other smartphone and smart home technologies, consumers are quickly adopting and adapting to interactive voice interfaces as a preferred alternative to clicking on a screen.
According to Gartner, “voice-first” interactions will increase such that by 2020, 30% of web browsing sessions will happen without a screen. At the same time, by 2022, Voice shopping is poised to exceed $40 billion in the US and UK — a fact brands should be building their strategies around sooner rather than later.
With Voice interfaces, clickable ads will necessarily be replaced by AI-powered interactive voice ads, equipped with speech recognition, natural language understanding, and deep learning technologies to effectively engage potential customers in natural dialogues. For example, simply by speaking, users interacting with voice ads will be able to take suggested actions (such as visiting a site or downloading an app), ask for specific information, or end unwanted ads. At the same time, consumers’ natural human responses to these interactions will yield incredibly dimensional data that fraud practitioners will find impossible to reproduce.
