MMA and GroupM have come together to launch a playbook, with inputs from Amazon, on the Voice/Audio landscape in India titled ‘The Essential guide to Voice and Audio marketing’.
This playbook covers the voice technology trends globally and in India, Deep dive into the profile of voice audiences, Marketer outlook on the potential of voice and Recommendations for brands on how to optimally leverage voice technologies to build superior experiences for consumers. The playbook aims at presenting the potential of voice technologies to brands across CX, and marketing/advertising use-cases.
The study focused on comparing the profiles Non-audio internet users (Those who use the internet but don’t stream audio, don’t use voice assistants/speakers, etc.), Online Audio users (Those who stream audio using the internet but do not use Smart devices/voice assistants etc.) and Connected audio users (Those who use smart speakers/smartphones/smart devices to stream audio/control devices).
The study found that online audio users tend to be more affluent compared to non-audio internet users, with 58pc of them falling into the NCCS A category, versus 48pc of non-audio internet users. In addition, online audio users exhibit a relatively higher consumption propensity across a wide range of products and services, including discretionary items such as air purifiers and dishwashers. Overall, connected audio users were found to be an even more premium cohort compared to regular online audio users.
This playbook also contains insights from a study conducted with 150+ Indian marketers/agency professionals to understand their outlook on audio marketing.
According to the study, around 90pc are aware of audio advertising, but only 40pc have actually used it. However, of those who have used audio advertising, 90pc are considering it for their 2023 media plans, and 70pc of them plan to increase their audio advertising spends in 2023.
Moneka Khurana, Country Head and Board Member, MMA India said, “Indian brands have shown resilience in experimenting with voice technologies for building engaging experiences and looking to leverage connected audio solutions. Be it chatbots for gamification, leverage for Voice Synthesis for hyper-personalization or leverage of audio advertising for reaching audiences, the Indian marketing and agency community are leading the way. However, in general awareness of voice technologies and voice mediums for reaching consumers is low. The Essential Guide to Voice and Audio marketing will act as a toolkit to better understand the voice landscape and how it can be optimally leveraged by marketers to engage with 150 million+ monthly unique voice technology users In India – 70pc of them being millennials and GenZ and high affluence levels which you just can’t ignore.”
Niraj Ruparel, Head of Mobile & Emerging Tech – GroupM India said, “Voice technology is rapidly growing in popularity and has a wide range of applications across industries, from automotive to smart home and entertainment. GroupM is dedicated to leading the charge in innovative technology, leveraging emerging technologies such as Voice to help our clients stay ahead of the curve and discover new opportunities to enhance customer experience and drive business growth. The integration of voice technology with IoT and AI is opening up exciting new possibilities, leading to advanced natural language processing, human-like speech synthesis, hands-free control of smart home devices, and context-aware voice assistants. With increased adoption of voice-enabled devices, voice technology is becoming increasingly integrated into our daily lives and changing the way we interact with technology.”
View the playbook here.
