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Advertising &The TelephoneAdvertising &The Telephone

SpeechTEK West ’07B204 – Randy Haldeman

2Company Confidential

VoiceAds – Ads Over the PhoneVoiceAds – Ads Over the Phone

VoiceAd: an 8 to 10-second audio clip played during call– Advertisers use for brand awareness or to steer behavior

– Can be used in Directory Assistance or enterprise calls

Dozens of types available, including:– Initial Sponsor Ad: Initial branding message

– Switch-Away™ Ad: Convince competitor’s prospect to call you

– Category Ad: Convince caller why you’re best of 3

– Secondary Sponsor Ad: Remind caller to visit or call you later

– Location-specific Movie Category Ad: Extend commerce around movie outing

Rules of Play:– Always play a sponsor ad up-front

– Play a “middle ad” only when appropriate

– If no middle ad played, play a Secondary Ad, if available

• Only if it matches the front-end ad

3Company Confidential

Example Solution for Movie Ticket Purchase(Listen for 2 VoiceAds in Call Flow)

Example Solution for Movie Ticket Purchase(Listen for 2 VoiceAds in Call Flow)

# OF TICKETS

Adults ____

Children ____

1

2

1

2

TIME

12:20pm

3:20pm

6:30pm

9:30pm

Name: ________Name: ________JohnsonJohnson

4Company Confidential

# ITEM PRICE

TOTAL

1 Adults – Monster House $9.50 $9.50

2 Children – Monster House $5.75 11.50

3 Service fee $1.25 3.75

TOTAL $24.75

1 Large popcorn, 3 medium Pepsi’s $13.75

GRAND TOTAL $38.50

Example Solution for Movie Ticket Purchase(Listen for 2 VoiceAds in Call Flow)

Example Solution for Movie Ticket Purchase(Listen for 2 VoiceAds in Call Flow)

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2 Examples of Ad-Supported

Directory Assistance

2 Examples of Ad-Supported

Directory Assistance

6Company Confidential

Switch-Away Ad with CouponSwitch-Away Ad with Coupon

What city and state? _____________What city and state? _____________Chicago, ILChicago, IL

Search by Name ___ Search by Category ____Search by Name ___ Search by Category ____

Offering coupon makes it more likely that caller will switch to advertiser

Connecting to: ________Connecting to: ________480-3325 480-3325

Cell phone __ Fax __ Email __Cell phone __ Fax __ Email __

7Company Confidential

ROI Example for Pizza ShopROI Example for Pizza Shop

ROI for “Switching-Away”a customer is 233%

($3.50/$1.50)

Pizza price = $12.50

Ingredients, O/H &Labor = $5.50

Ad fees = $1.50(including 25c coupon

transmission fee)

Coupon = $2.00

Profit = $3.50

8Company Confidential

Category Ad with DirectionsCategory Ad with Directions

$1.25 Bid$1.25 Bid $1.00 Bid$1.00 Bid

What city and state? __________What city and state? __________

What listing? ____________What listing? ____________RestaurantsRestaurants

Denver, CODenver, CO

__ Business __ Residence__ Business __ Residence

$1.50 Bid$1.50 Bid

9Company Confidential

Why VoiceAds Work for AdvertisersWhy VoiceAds Work for Advertisers

1. Caller choose to listen to ads Versus paying $1.25 The “mental door” is unlocked

2. The customer is actively listening You have their full attention Unlike with TV, radio, direct mail, banner ads,

billboards, etc.

3. Ads match callers interest Looking for a luxury car dealer, get a Lexus ad Looking for a pizza, get pizza ads

4. Ads can be perfectly targeted Specific state, city, area code, prefix, day of week

5. Incentives can be used sparingly Offer coupons when competitors are searched Not when caller is already asking for you

10Company Confidential

Will Callers Tolerate Advertisingon the Telephone? Will Callers Tolerate Advertisingon the Telephone?

Yes, if done right! Needs to be targeted and personalized

Fastest adoption rate of virtually any new service in history

It makes sense to both caller and advertiser

74% of respondents in poll state they would prefer to use a free-411 service with an audio ad versus paying for a paid 411 service without an ad