Abstract
Unlike the existing media, media based on voice interface has emerged. Amazon's "Echo" and Google's "Google Home" are a typical product that allows users to interact with their devices through a voice interface. With the advent of these devices, many changes have occurred, but changes in a marketing method are particularly noticeable. Whereas existing advertisements were unidirectional and product-oriented ads that were sourced on the Internet or mobile, advertisements on an AI speaker would be in a bi-directional, context-based advertisement format. This study examines the types of advertisements that can be applied effectively in an AI speaker environment and discuss practical application methods. 160 participants were divided into eight groups to investigate the effects of interactivity, product types, thematic congruence, and sponsored messages. Interactivity in advertising is expected to become even more important with the high penetration of AI speakers.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.