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Advertising & The Telephone

Advertising & The Telephone. SpeechTEK West ’07 B204 – Randy Haldeman. VoiceAds – 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

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Advertising & The Telephone

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  1. Advertising &The Telephone SpeechTEK West ’07B204 – Randy Haldeman

  2. VoiceAds – 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

  3. Example Solution for Movie Ticket Purchase(Listen for 2 VoiceAds in Call Flow) Johnson Name: ________ TIME • 12:20pm • 3:20pm • 6:30pm • 9:30pm # OF TICKETS Adults ____ Children ____ 1 2 Ö

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

  5. 2 Examples of Ad-Supported Directory Assistance

  6. Switch-Away Ad with Coupon Ö Cell phone __ Fax __ Email __ 480-3325 Connecting to: ________ Ö Search by Name ___ Search by Category ____ What city and state? _____________ Chicago, IL Offering coupon makes it more likely that caller will switch to advertiser

  7. Ingredients, O/H &Labor = $5.50 ROI Example for Pizza Shop Pizza price = $12.50 Coupon = $2.00 Profit = $3.50 Ad fees = $1.50(including 25c coupontransmission fee) ROI for “Switching-Away”a customer is 233% ($3.50/$1.50)

  8. Category Ad with Directions $1.50 Bid $1.00 Bid $1.25 Bid Denver, CO What city and state? __________ Ö __ Business __ Residence Restaurants What listing? ____________

  9. Why VoiceAds Work for Advertisers • Caller choose to listen to ads • Versus paying $1.25 • The “mental door” is unlocked • The customer is actively listening • You have their full attention • Unlike with TV, radio, direct mail, banner ads, billboards, etc. • Ads match callers interest • Looking for a luxury car dealer, get a Lexus ad • Looking for a pizza, get pizza ads • Ads can be perfectly targeted • Specific state, city, area code, prefix, day of week • Incentives can be used sparingly • Offer coupons when competitors are searched • Not when caller is already asking for you

  10. 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

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