There was a lot to get through at the Interactive Advertising Bureau’s (AIB) Summit yesterday. And we’ll have much more detail for you on radioinfo in days to come.
 

 In the meantime, we were fascinated by some of the innovations on the horizon – mostly aimed at extending audio’s interactivity to rival those of other forms of online advertising.  Here’s three.
 

• Motor insurance company, AAMI has already trialled an in-car campaign on Spotify called Warning Spots. For those driving the Great Ocean Road in Victoria, listening to Spotify, a warning message is streamed at each one of the five most hazardous spots to alert drivers. The campaign has been so successful, it will soon be rolled out to other locations across Australia.

• Audio has yet to match an online display’s ability to serve up different ads on the same page, tailored to different readers’ profiles. The audio industry has been developing technology to facilitate “in-stream” placement of ads for a couple of years now and we’re assured that it will come to fruition in the near future.

• Another advantage that online display has over audio is that you can click on an ad and go to the advertiser’s website. To level the playing field, the audio industry is developing a couple of ideas. One works on voice activation – you hear an ad you want to act upon, and you tell your smart device, “send me more info” or “call me to discuss” or tell Google Maps to “guide me to the nearest store.”

 
Obviously, the Shake Me option would have some issues with in-car shaking by the driver. But clearly, progress is being made for audio to provide advertisers with not just the reach and the creative but the interactivity they want.

 

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