What has happened?
Spotify is embracing the Shapeshifting Media Trend*, recently starting tests of voice-enabled ads. Heard by groups of US subscribers with microphone settings enabled, the first iterations are Spotify ads only – promoting playlists & Spotify original podcasts – with users being prompted to say ‘listen now’ to take action. Plans to roll out to testing with paid advertisers are not far behind.
It’s a natural move for a music platform – with Listening to Streaming music services the second most popular command for smart speakers (behind only ‘Ask a Question’). And with Smart Speaker adoption in Australia now nearing critical mass (recent research^ even showing that Australia is now ahead of the US in adoption relative to population), it’s an easy transition to for users to start to interact within the platform by voice.
As voice assistants and smart speakers interactions and features become more developed, expect to see more and more platforms racing to develop presence in this channel. Brands too need to start investigating how to interact intuitively with people in this space. It may not be long before starting up a conversation with brands is as easy as saying ‘Hey Google….’
*The Media Store’s 2019 Trends – find them here
^Australia Smart Speaker Consumer Adoption Report 2019 – find it here