Programmatic ad platform AdTonos says a campaign for Audi in London marked the first time interactive audio ads have been launched across commercial radio on smart speakers.
The U.K.-based company has a technology called YoursTruly that was used in a campaign in which listeners could react to the Audi ad with a voice command to book test drives for Audi cars or find a dealer.
“The innovative technology allows advertisers to reach listeners via smart speakers with engaging two-way, voice-based communications, delivered across Octave’s vast portfolio of commercial radio stations,” AdTonos wrote in a press release.
It said YoursTruly was developed to exploit “the significant and fast-growing potential of native audio ad experiences.”
To make it work, the ad features an “interaction trigger” that is inserted into an ad break; listeners can react to the ad with a voice command to engage the voice assistant and complete a desired action before being returned to the live station.
This campaign was in partnership with Octave and Omnicom Media Group’s agency, PHD. It was planned by PHD and targeted commercial stations including Absolute Radio, Kiss Radio and Magic Radio.