- The world’s second-largest music streaming service first introduced the format for testing in December with Doritos, Ashley HomeStores, Unilever, Wendy’s, Turner Broadcasting, Comcast and Nestlé.
- The data point to an overall positive reception, especially given that listeners usually don’t like hearing ads at all.
- The company found that consumers preferred being able to interact with adverts hands-free when content was relevant and useful.
- 72% reported that voice ads were easy to engage with.
- 71% of listeners responded they were more likely to remember ads that were engaging and funny.
- 47% of users said they either liked or loved the concept of responding with their voice, and 30% felt neutral.
The roll-up: Voice ads could present exciting opportunities for listeners to engage with brands and products in new ways. Results from continued testing will help the industry assess where voice ads could fit within advertisers marketing strategies, and budgets.