4. Alexa, How Will Voice-Based Search Change Advertising?
Right up there with virtual reality, voice-recognition is paving new roads in the world of marketing innovation. With Alexa, Siri, Google Now, and Cortana ready to answer your questions, we’re watching an evolution in the way people are searching for things online – shifting away from the screen and into a voice-only world. Google stats show 20 percent of Android searches are now done through speech, and Gartner predicts by 2020, 30 percent of web browsing will be done UI-free. That’s going to position A.I. virtual assistants like Alexa and Google Home to control the content and ads we get served. Maybe you ask your AI device a question about gardening soil… will they respond with paid content from Miracle Gro, or a suggestion for a 15-pound bag of Nature’s Care (conveniently available at the grocery store your Siri knows you shop at)? There is little doubt that voice-based ads have the potential to change the game of paid search, the real question is, when. As the balance shifts from screen search to voice, the volume of consumers using voice search will drive the biggest innovations in the space. Time will tell.