Voice Crashes the Super Bowl
Voice Assistants’ Super Bowl Status
Two days out from the Super Bowl, we are at a good distance to analyze voice’s presence during marketing’s biggest night. In our 2020 predictions piece, our first prognostication was that voice would play a large role in cultural moments starting with the Super Bowl. Reviewing the slate of multi-million dollar ads, we see Amazon wanting Alexa to be seen as an everyday utility, Google tugging on heartstrings by highlighting its Assistant “remember” feature (both ads can be seen here), Snickers poking fun at smart speakers’ perceived contribution to the surveillance state and Coca-Cola using voice as a sampling channel for new products (more below). Although we have yet to see voice-specific CTAs or real-time giveaways take center stage at the Super Bowl, the presence of voice assistants during the big game’s commercials show how ingrained in culture they have become.
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Coca-Cola Energy Gets a Boost from Voice Sampling
Coca-Cola used their Super Bowl ad budget to promote awareness of their new Energy drink with a new commercial featuring Martin Scorsese and Jonah Hill. Beyond the commercial they also launched a large scale sampling campaign and leveraged Alexa as a channel for consumers to use. Using the command “Alexa, order Coke Energy” consumers could get a free sample of the new product. According to Voicebot AI, samples sold out before the game. More on Marketing Dive.
Google Assistant’s “Quick Answers”
Google is trialing a new feature in its Chrome operating system called “quick answers.” The feature allows users to highlight text on a website and be provided information on the selected term by Google Assistant. For now this feature is available to Chromebook users using the Chrome web browser, but may get expanded depending on usage. This feature furthers Google’s efforts to integrate Assistant into the web browsing experience and signals to users that Assistant can provide more detailed and contextually relevant answers. More on Voicebot AI.
Google has detailed their work on Meena, “an end-to-end, neural conversational model that learns to respond sensibly to a given conversational context.” The result of Meena and its conversational model is that chatbots and other conversational AI agents will be able to understand context, be more specific in replies, and overall minimize the uncertainty encountered by an AI. The model is currently being kept internal for continued research, but the work being developed points the way toward a breakthrough in conversational AI intelligence. More on Google AI blog.
Stats Don’t Lie
$80 Billion – projected hearables market by 2025 (data via WiFore Wireless Consulting)
27% – of podcast listeners discover brands through voice advertising. (data via The Drum)
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