The use of voice-activated devices, such as Amazon’s Alexa and Google Home is a growing trend impacting the media landscape. As a radio broadcaster, why is this important to you? We’ve outlined the three main reasons why voice-activated devices provide a big opportunity for radio.
1. It gives radio an opportunity to get back into the home
Radio needs to be at the forefront of adapting to technological change. It still has dominant listening share in the car, and has started to claw back in mobile devices due to increased functionalities in online streaming for radio.
One place, however, where radio has lost its presence is in the home. The days of the family gathering around the radio to listen are over. Voice-activated devices give radio an opportunity to get back into the home. With an increasing number of households having a Google Home or Amazon Alexa device in their kitchen, it gives radio a new opportunity to reach potential listeners with important local information such as weather, news and sports.
2. The usage of voice-activated devices is growing rapidly
Voice-activated devices, such as Google Home, or Amazon’s Alexa, are an increasingly important part of our everyday lives. In fact, 50% of all searches will be voice-activated and 75% of American homes will have a smart speaker such as Echo or Google Home by 2020 according to Gartner, up from just 7% at the end of 2016.
Knowing this, it’s important that your radio station is creating content that is optimized for voice-activated devices. Check out this article where we go into more detail on how you can create content designed for voice-activated devices.
3. It provides an innovative new way for advertisers to reach their customers
With voice-activated devices, advertisers are now able to create interactive audio advertising spots. Using integrations such as the voice-activation technology from Xappmedia, advertisers can create interactive ads that allow users to engage with commercials through call-to-action messages and discounted offers activated by voice prompts.
To describe how this may work in practice, an ad may for instance announce “Say ‘I’m hungry’ for 25% off your next pizza!” When the listener replies “I’m hungry”, a 25% coupon for that vendor would be delivered to their email inbox.
This is easier for a consumer than reaching into their pocket to grab their phone, go to a company’s website and find a coupon online. It is also a more natural experience that allows users to interact with the ad when their mobile device is out of reach.
These advertisements have also seen an increase in response rates over traditional spot ads, so you can be sure that more advertisers will be looking to incorporate these in the future. Therefore, you should be implementing these types of ads for your radio content on voice-activated devices.
In sum, it is clear that voice-activated devices are an important trend impacting radio and broadcasters have to prepare themselves to take advantage of this new technology. To recap, the rise of voice-activated devices is important because:
- It allows radio to get back into the home
- More and more people are using voice-activated devices
- It provides a better way for advertisers to connect with audiences
Keeping your radio brand ahead of the curve in terms of innovation is essential to ensure that you excel in digital. SoCast is committed to providing the integrations necessary for your radio brand to leverage new opportunities in digital and increase digital revenue and engagement. Talk to a SoCast Specialist today and see how we can collaborate to help your station grow in digital and take advantage of new innovations shaping the digital landscape.