Voice assistant ad tech firm Say It Now has partnered with Tesco to deliver an actionable audio smart speaker advertising campaign to enable customers to access special offers and set notifications.
Coming as part of the Tesco Christmas Party campaign, customers could gain access to the grocer’s latest offers by saying ‘Alex, open Tesco’ upon hearing the ad.
“We were thrilled to partner with Tesco to launch their actionable audio smart speaker advertising campaign. The campaign arrived at a crucial time for customers looking to get the best value from their Christmas shopping, during these days of soaring living costs,” Say It Now CEO, Charles Cadbury said.
“At the core of the campaign was the option to set a reminder to return to the Alexa experience and discover the weekly offers. The number of people returning via the reminder prompt rose steadily through the campaign and continued beyond Christmas, demonstrating excellent additional engagement at no extra media cost.”
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He continued: “Digital streaming is booming, but listeners need a way to interact with adverts from their favourite brands. That is why actionable audio advertising – which enables listeners to engage with radio adverts via the power of voice – is an immensely valuable tool. It empowers organisations to cut through the noise, build awareness and drive sales. We are excited to see how we can help other major brands by giving their broadcast advertising an interactive boost.”
Campaign data revealed that 28.23% of listeners who spoke with Alexa when prompted requested a reminder or link to view Tesco offers at a later time.
MediaCom senior associate director, Luke Turner added: “We saw The Tesco Christmas Party campaign as a perfect opportunity to explore Say It Now and interactive audio ads to help keep our audiences abreast of the latest Tesco deals during a difficult period for most with the on-going cost of living crisis.
“Using Say It Now allows us to give our audiences the option to have special offer information sent to their phone, or set a reminder to return to them, meaning the consumer journey doesn’t end once the ad has played out. Opting for a generic CTA, with ‘Alexa, open Tesco’ allowed to build familiarity with our audiences and the skill, and we are looking to use this to promote Clubcard Prices deal’s in Q1 2023, and even potentially Easter too – watch this space!”
