Only 40% of internet marketers employ audio advertising, even though 90% are aware of it: MMAReport from GroupM

Technology for Voice is becoming integral to our lives. It could be a way to gather data through voice search, streaming music, operating smart appliances in the home, or even paying utility bills using spoken commands. Modern technologies such as Natural Language Understanding (NLU), as well as conversational artificial Intelligence (AI) and neural speech-to-text (TTS), are helping take voice technology into the next tier. Brands are also using various technologies to provide superior experiences for their customers in areas like consumer-packed products and healthcare, banking media, automobile, and retail.

MMA and GroupM have joined forces to release an online playbook, with the input of Amazon and GroupM, about the voice/audio market in India. The playbook is titled “The Essential Guide for Voice and Audio Marketing’.

This book covers (a) Voice technology developments globally as well as within India, (b) A deep investigation into the demographics of the voice-based audience, (c) marketer perspectives regarding the possibilities of voice technology, and (d) recommendations for companies in how they can best leverage the power of Voice to provide better experiences for their customers. The playbook presents the potential of voice technologies to brands across CX and marketing/advertising use cases.

The playbook runs on an analysis of consumer behaviour (sample size 2600) that reveals the characteristics of audiences who use Voice. The study aimed at analyzing the profile of three groups:

• Users who don’t stream audio browse the web but do not stream audio, do not use speakers or voice assistants and so on.
• Users of Online Audio: who play audio over the internet but don’t use voice assistants, smart devices or other such gadgets.
• Connected audio users: Those who use smart speakers/smartphones/smart devices to stream audio/control devices

The study’s key findings The study’s key findings include:

• Audio users who use online audio have more money than non-audio internet users. This is based on NCCS An increase of (58 per cent versus 48 per cent)
• Users of online audio services have more frequent consumption patterns across various services and products.
• Users of online audio are likely to purchase or use discretionary items and services, such as air purifiers, Dishwashers and so on.
• Audio users who are connected (smart assistants or speakers) are a much better group of audio consumers.

This book also provides the results of a study by 150+ Indian agencies and marketing professionals to better understand their opinions on audio-based marketing. Some of the highlights from the study are these:

• Ninety per cent of professionals in the digital industry know about audio ads. However, just 40% of them have used the technology.
• 90% of those who’ve tried the audio format are now considering it in their media plans for 2023
• 70% of people who’ve used the service will increase their audio spending by 2023.

Moneka Khurana, Country Director and Board Member of MMA India said, “Indian businesses have proven resilient when it comes to experimenting with technologies like Voice in the creation of engaging experiences as well as trying to use the power of connected audio to create solutions. Be it chatbots for gamification, leverage for Voice Synthesis for hyper-personalization or leverage of audio advertising for reaching audiences, the Indian marketing and agency community are leading the way. Yet, awareness of voice technology and media for connecting with customers is not high. This Essential Guide to Voice and Audio marketing can be used to understand the world of voice technology and how marketers can use it to connect with the over 150 million unique monthly people using voice technology in India, 70% of whom are GenZ and millennials. GenZ and affluence levels that are impossible to overlook.”

Niraj Ruparel, Head of Mobile & Emerging Tech – GroupM India, said, “Voice technology is rapidly increasing in popularity, and it has many applications in various industries, including automotive, smart home and entertainment. GroupM is committed to leading innovative technologies and leveraging newer technologies like Voice to assist our customers in remaining ahead of the game and finding new ways to improve customer experiences and boost business growth. Voice technology’s integration with IoT and AI can open many new opportunities that will result in sophisticated natural language processing, human-like speech synthesizers, hand-free control of smart home appliances, and context-aware voice assistants. As more people adopt voice-powered devices and devices, technology that can be voice-enabled is more and more integrated into our everyday life and altering how people interact with technology.”