Smart speaker ads generate powerful responses in the human brain that can help build deeper connections between brands and consumers, according to new research from Neuro-Insight, commissioned by Octave Audio, Say It Now and Xaxis
The study investigated consumer engagement in a 30-60 second conversation with a voice assistant and compared brain responses with standard broadcast radio ads.
It monitored cognitive functions such as long-term memory, engagement, emotional intensity, approach/withdrawal, and general attention.
The scientific study found that branded smart speaker ads trigger a 25% increase in overall brain activity when compared to branding in standard audio ads – helping to build stronger and more meaningful associations.
It also found that engaging in a conversation with an ad via a voice assistant makes branding moments 11% more memorable; Neuro-Insight’s measure of long-term memory encoding is proven to correlate to future behaviour change and decision making.
What’s more, voicing a brand’s name back to a smart speaker generates a 30% uplift in overall levels of brain response compared to a standard ad, while hearing a smart speaker reply elicits 24% higher levels of positive emotional response – suggesting that having a two-way conversation with a smart speaker is enjoyable to the listener.
Posted on: Wednesday 17 August 2022
