{"version":"1.0","provider_name":"Nexxen","provider_url":"https:\/\/nexxen.com","title":"What Should You Know About Voice-to-Action Campaigns? A Q&A with Say It Now","type":"rich","width":600,"height":338,"html":"<blockquote class=\"wp-embedded-content\" data-secret=\"b0aiMd8OH7\"><a href=\"https:\/\/nexxen.com\/nexxen-qa-say-it-now\/\">What Should You Know About Voice-to-Action Campaigns? A Q&#038;A with Say It Now<\/a><\/blockquote><iframe sandbox=\"allow-scripts\" security=\"restricted\" src=\"https:\/\/nexxen.com\/nexxen-qa-say-it-now\/embed\/#?secret=b0aiMd8OH7\" width=\"600\" height=\"338\" title=\"&#8220;What Should You Know About Voice-to-Action Campaigns? A Q&#038;A with Say It Now&#8221; &#8212; Nexxen\" data-secret=\"b0aiMd8OH7\" frameborder=\"0\" marginwidth=\"0\" marginheight=\"0\" scrolling=\"no\" class=\"wp-embedded-content\"><\/iframe><script>\n\/*! This file is auto-generated *\/\n!function(d,l){\"use strict\";l.querySelector&&d.addEventListener&&\"undefined\"!=typeof URL&&(d.wp=d.wp||{},d.wp.receiveEmbedMessage||(d.wp.receiveEmbedMessage=function(e){var t=e.data;if((t||t.secret||t.message||t.value)&&!\/[^a-zA-Z0-9]\/.test(t.secret)){for(var s,r,n,a=l.querySelectorAll('iframe[data-secret=\"'+t.secret+'\"]'),o=l.querySelectorAll('blockquote[data-secret=\"'+t.secret+'\"]'),c=new RegExp(\"^https?:$\",\"i\"),i=0;i<o.length;i++)o[i].style.display=\"none\";for(i=0;i<a.length;i++)s=a[i],e.source===s.contentWindow&&(s.removeAttribute(\"style\"),\"height\"===t.message?(1e3<(r=parseInt(t.value,10))?r=1e3:~~r<200&&(r=200),s.height=r):\"link\"===t.message&&(r=new URL(s.getAttribute(\"src\")),n=new URL(t.value),c.test(n.protocol))&&n.host===r.host&&l.activeElement===s&&(d.top.location.href=t.value))}},d.addEventListener(\"message\",d.wp.receiveEmbedMessage,!1),l.addEventListener(\"DOMContentLoaded\",function(){for(var e,t,s=l.querySelectorAll(\"iframe.wp-embedded-content\"),r=0;r<s.length;r++)(t=(e=s[r]).getAttribute(\"data-secret\"))||(t=Math.random().toString(36).substring(2,12),e.src+=\"#?secret=\"+t,e.setAttribute(\"data-secret\",t)),e.contentWindow.postMessage({message:\"ready\",secret:t},\"*\")},!1)))}(window,document);\n<\/script>\n","thumbnail_url":"https:\/\/nexxen.com\/wp-content\/uploads\/2024\/04\/Say-It-Now-QA-Hero-Image.png","thumbnail_width":832,"thumbnail_height":600,"description":"Interviewed by: Adam Mugridge, Director of Creative Solutions, Nexxen Studio Linkedin Icon-xtwitterlogo-black Last month, I had the pleasure of joining leading voice-to-action ad tech group Say It Now \u2013 and a handful of their clients and partners \u2013 for an afternoon discussing all things actionable audio advertising. I walked the crowd through the ways in which connected TV (CTV) and voice-to-action can work in tandem to engage audiences and drive action, and had the privilege of listening to a few members of the Say It Now team discuss the opportunities that lie ahead in this space. Afterwards, I sat down with Say It Now\u2019s CEO, Charlie Cadbury, to dive a bit deeper into the future of voice-to-action tech (particularly in relation to CTV campaigns). Here\u2019s what he had to say.\u00a0\u00a0 First and foremost, can you tell us about Say It Now and its voice-to-action technology?\u00a0\u00a0\u00a0 With pleasure! Say It Now is an ad tech business helping brands engage with the 60% of UK homes and 90 million US homes that now have a smart speaker. The point of an advertisement is to raise understanding and inspire an action. It is easier to engage &#8216;in the moment&#8217; by saying a few words out loud than to get out your phone, unlock it, open a browser and type a brand CTA into a search engine where you are often met with many challenger sales. Think of it like voice-enabled QR codes. We have built a suite of technology that makes it simple to create, launch and measure these types of campaigns, and their popularity is massively on the rise.\u00a0 How does this voice-to-action tech integrate with CTV?\u00a0\u00a0 Seamlessly.\u00a0 There is no technical integration.\u00a0 The only change on the creative unit is the call-to-action, which tells the audience they can engage by saying things like, \u2018Alexa, Let&#8217;s Texas!\u2019 We create a branded voice &#8216;landing page&#8217; that sits within Alexa, waiting for someone to invoke them by saying \u2018Alexa, let&#8217;s Texas.\u2019 Once they have a short-branded conversation, building on the ad creative and are often then offered an opportunity to be sent a link to find out more. Every step of this engagement is measured and reported back through the Say It Now data studio. What are the opportunities for brands and advertisers who are looking to utilise both CTV and voice-to-action in future campaigns?\u00a0\u00a0\u00a0 Many and varied. We have seen great successes in QSR, Travel, Auto, Retail and Technology verticals, with advertisers driving to appointment booking, offers, app download or voice commerce.\u00a0 We are building out vertical-specific benchmarking, but as these are often net new engagement metrics for a brand, the best benchmark to beat is your own.\u00a0 We are seeing several clients charting a path to more performance through their CTV campaigns using this new data.\u00a0 It is easier to engage &#8216;in the moment&#8217; by saying a few words out loud than to get out your phone, unlock it, open a browser and type a brand CTA into a search engine where you are often met with many challenger sales. It is easier to engage &#8216;in the moment&#8217; by saying a few words out loud than to get out your phone, unlock it, open a browser and type a brand CTA into a search engine where you are often met with many challenger sales. And what are some key considerations these brands and advertisers should keep top-of-mind?\u00a0\u00a0\u00a0 They will be leaders. This is still a nascent area, and many categories are still to have &#8216;firsts,&#8217; which means these campaigns are more likely to get extra exposure. Their case studies are going to be poured over by competitors, who will then follow. I guess the biggest consideration is do you like to lead or follow?\u00a0\u00a0 Last but not least, how can brands measure the effectiveness of their CTV and voice-to-action campaigns, after they\u2019ve run?\u00a0\u00a0 This is the best bit. Real-time information has always been hard to get with CTV campaigns. We can report on engagement as the campaign runs, so brands have access to information they can use to understand and optimise the efficacy of their campaigns. They can then take that insight to make the same spend go further. We can report on impressions, engagement, conversational dwell time with the branded voice experience and conversational outcomes. We are adding more insight all the time.\u00a0 \u00a0 Read Next Connect With Us Learn how you can effectively and meaningfully leverage today\u2019s video and CTV opportunities with our end-to-end platform, data and insights. Contact Us"}