Multi-tasking is just part of modern life. But it is a challenge for advertisers trying to capture attention. And it is here to stay. Deloitte reports that 91% of Australians now multi-task while watching TV, up from 79% in 2014. Here’s how voice platforms can help.

A major study from Publicis Media found that people are significantly more active and alert when using smart speakers vs. watching TV. Meaning that people are more receptive to information-based messaging when engaging through voice.

If you’re in the middle of cooking, cleaning or dealing with kids, it’s easier to ask your voice assistant a question, than to type it into your mobile. Smart speakers in the home mean multi-taskers will be able to easily explore information relevant to the task at hand, in the moment.  So if users are doing the laundry and have a question about a stain or detergent, they can ask that question in real time without stopping what they’re doing.

Being available and helpful to someone at the right moment, will help your brand to be memorable and will build positive associations. 

In a voice-first world, contextual information and interactions will be more valuable for brands than ever. Being ready to answer the questions people will ask, means understanding when and how your brand will be most relevant across a range of voice-driven scenarios … in different rooms of the home, in the car, in the office or out-and-about.

  1. Deloitte: Australian Media Consumer Survey, 2018
  2. Publicis Media: The Rise of Voice, 2018

Nicole Conroy

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