![]() ![]() Media companies have the scale and audience to do that. And s tudios will continue to experiment, mindful of the opportunities at their disposal as well as the legal and technological cha llenges in such a rapidly developing industry.Īs voice technology matures, so does the testing and learning by those companies willing to engage at the beginning. Two years later, to promote its Shazam! superhero movie, Warners released the first voice-activated “haunted reality” lens on Snapchat, a speech-activated filter that responded to the voice command “Okay, Shazam!” and allowed users to see themselves as the superhero.Įngaging over voice adds an information-rich layer to the experience that can also be mined for audience insights, though companies will have to grapple with privacy policies and the security of user biometric voice data. While it will be of enormous value to media and entertainment companies in delivering targeted messaging and content to high-prospect audiences, it is also smart business to allow consumers to control its use.īack in 2019, marketing insights firm Gartner forecasted, ”Brands that put in place user-level control of marketing data in 2023 will reduce customer churn by 40% and increase lifetime value by 25%.”īrandon Kaplan, CEO of voice-first agency Skilled Creative, which has worked with HBO Max, Warner Music, Pottermore and other entertainment brands, believes there’s a great opportunity for media and entertainment as companies adopt voice as a strategic element in marketing to support the natural growth of awareness and demand. ![]() In 2017, Showtime Networks launched an Amazon Alexa skill that provided program scheduling and featured audio clips of the stars from its series Billions, Shameless and Homeland. VP of emerging marketing technologies, noted that during its first week, the Wayne Investigation engaged seven times more (per weekly average) than all other skills combined, earning the top spot for both total time spent and average time spent per user. The choose-your-own interactive task was called the Wayne Investigation, aptly named to promote the feature film Batman v Superman: Dawn of Justice. launched a 2016 colla boration to create the first Amazon Alexa skill to combine voice-first technology with produced audio assets for music and sound effects. In one of the earliest examples, Warner Bros. Texting by voice in the car, searching for content and resources through hearables like Airpods, accessing shopping lists at the market - all of these uses and dozens of others are prompting behavioral changes important to media and entertainment, marketers and content creators for engagement, search, discovery and retention.įinding a Voice: Early Media & Entertainment ExperimentsĪs the public first learned to access voice skills and apps through conversational agents - think Apple’s Siri, Comcast’s XFinity X1 and Samsung’s S Voice - marketing teams at some media and entertainment companies pushed the boundaries. households incorporating them into daily life.Īs more and more technology adds voice function, the line blurs between dedicated in-home voice assistants and mobile devices. It will be smart TVs.” And by the end of 2020, smart TVs were already number one in the smart-home adoption category, with some 37.9% of U.S. Today, we’re seeing voice functions becoming a standard for TV remotes, such as those by Roku and Amazon Fire TV, and voice-enabled apps for both are available on iOS and Android platforms.Ī study conducted in July by Los Angeles market research company Guts+Data showed that 50.2% of 1,000 active streaming consumers surveyed have used voice commands to help find and view movies and series on streaming services, up from 44.4% last October.īut even harkening back to 2018, the U.K.’s Juniper Research predicted that “the fastest-growing category for voice over the next several years will not be smart speakers. ![]() As viewing choices multiply, streamers, broadcasting and cable companies are finding uses for voice commands and developing new voice-controlled experiences to help customers search and discover their programming. How Livestreamed E-Commerce Drives Conversions and Builds CommunityĬomcast was a leader of this movement, with the introduction of the Xfinity X1 remote in 2015. ![]()
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