TechBytes with Stas Tushinskiy, CEO at Instreamatic and Larry Leung, CEO at AirKast
Instreamatic and AirKast announced a partnership in voice dialogue marketing in September.
Martech Series did an interview with Stas and Larry on this partnership.
What is the draw of dialogue advertising to advertisers, publishers, and consumers? Can all three benefit?
Stas Tushinskiy: Not only should all three — advertisers, publishers, and consumers — benefit from the emergence of dialogue advertising, I think all three will need to in order for there to be widespread adoption. But I think that’s exactly what we’ll see. For advertisers, early campaigns run through the Instreamatic platform by brands like IKEA, HP, Mastercard, and Infiniti have seen significantly higher ad engagement rates than the industry norm. Even more importantly, brands are measuring how many people were not interested and why.
This is the first time in Marketing history when a brand can learn about consumers who are not interested because this provides a unique sales growth opportunity. For publishers, more ad engagement transparency and metrics will enable them to fill more inventory, and at higher rates now that audio ads are no longer passive. For consumers, this new type of ad is beneficial whether or not they are interested. If they aren’t, a quick verbal “no” gets them back to their content more quickly, and if the ad resonates, they can much more seamlessly get desired information (and, because of our platform’s continually evolving AI, do so in their conversational language).
Read the full interview via the link:
