The industry is talking an awful lot about the concept of the “fourth screen”, which as of late has been focused on the relatively untapped market of voice advertising. From Amazon Alexa to the Google Assistant, voice-activated devices were among the hottest consumer electronics sellers this past holiday season.
In 2018, lifestyle brands are facing the challenge of properly cultivating a sonic brand identity that is actually responsive and aligns with consumer ideals. We're essentially replacing powerful imagery with a powerful sonic mark that reinforces your brand's identity.
Radio ads have been around since the stone age, but listeners are unable to respond to an ad the way an Alexa user can interact directly with the device. What's amazing about voice-activated content, is that it gives the user a profound sense of autonomy in their shopping experience.