Half of Smart Speaker Owners Respond Positively to Ads
Around half of smart speaker owners who have heard advertising through their device are likely to respond positively, according to the new NPR and Edison Research 2022 Smart Audio Report. A slightly smaller percentage find ads heard through smart speakers more compelling than those heard elsewhere, a positive sign for brands looking to use smart speakers to reach customers.
Smart Speaker Ads
Of those who have heard ads on a smart speaker, 53% said they would respond, while agree they are likely to respond to ads on their smart speaker. The 48% who said they respond better to smart speaker ads paint an even clearer picture of the value of marketing by voice. Even when including people who haven’t heard an ad on a smart speaker, a full third still say they would respond positively, though the slight majority of 55% say it would make no difference. Those percentages belie just how many people have smart speakers and like the ads. The report found that around 100 million Americans, 35% of those over 18, own at least one smart speaker, a 9% jump from the 82 million people accounted for last year. Even with the declining adoption rate, that means smart speaker ads have been heard by around 50 million adults, and around 26.5 million responded positively.
“At this point the tech has become familiar for many users, so it is a great time to shake things up and get people’s attention with novel audio experiences and tasks,” Edison research vice president Megan Lazovick said. “In the grand scheme, this space is still very young, and there is much opportunity for change and growth, especially in the ways brands can communicate their messages using smart audio.”
As for what the ads make people do, the survey found that interactive ads inspired a fairly uniform reaction as can be seen in the chart above, about a third of smart speaker owners said they were very likely to add an item to a shopping cart, ask for more information, or set a reminder. The addition of the somewhat likely responses skews the percentages more toward the reminder option at 77%, followed by the 70% asking for more information and 65% adding something to a shopping cart.
“We are thrilled to see the interest and use of smart speakers continue to grow, five years after the original installment of this Report,” NPR vice president of sponsorship marketing Lamar Johnson said. “This data confirms that there are even more opportunities for both publishers and brands alike to connect with this growing and engaged audience.”