Consumer demand for voice technology has never been greater, and industry heavyweights like Google and Amazon are gearing up for a platform war as they work to integrate voice assistants into virtually every area of the connected consumer’s life. But behind the scenes, many brand marketers are struggling to connect the dots and design campaigns around a technology they don’t fully understand.
While it may be the Alexa-powered toilet dominating water-cooler conversation this week, the real device to look out for is Amazon’s Echo Auto, an Alexa-powered, voice-activated product that will provide all the utility of Alexa, and connections to other voice-activated devices, from the dashboard of buyers’ cars. The device, which can be requested for just $25 and is available to a limited number of consumers now, has already been requested a whopping one million times—and counting.
Mike Boland: Given the attribution possibilities, its scale, recent delivery partnership with Starbucks, and existing Uber Eats infrastructure, Uber’s move into advertising looks pretty inevitable. Of course, it would have to gain internal competency as an ad company, so look for acquisitions or talent hires (or both) in 2019. And look for more rhetoric about the latest company to challenge the duopoly, this time in a very local way.
Firefly, a new digital ad company, hopes to provide Uber drivers with another way to make money as they drive. The startup has quietly assembled a fleet of close to 1,000 Uber drivers in San Francisco and Los Angeles who have been mounting ad displays to the top of their vehicles.