Value of Voice Ads
The direct voice-to-ear connection is more compelling than a casual impression, which is often ignored. Voice ads can't be ignored. As proof, voice ads generate a 5 to 10X improvement over web-based click-through rates1. Thus, even though a Cost-Per-Transfer (CPT) or Cost-Per-Thousand Audio Plays (CPP) is usually more expensive than a Cost-Per-Thousand Web Impressions (CPM), the resulting ROI is much higher.
Voice ads, which are usually 8 to 10 seconds in length, reach a highly connected and mobile audience. The highly personalized demographic, geographic, gender and interest targeting of these ads create a much more valuable "impression.",
Unlike with TV, radio, direct mail, banner ads, keyword ads or billboards, voice ads entice consumers because:
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They have implicitly opted-in
- Thus, their "mental door" is unlocked
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They are actively listening
- So you have their undivided attention
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Voice ads can be perfectly targeted & scheduled
- Targeting based on gender, location, and interests
- Scheduling based on day-of-week and time-of-day
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Voice ads can be interactive
- With text messages, coupons, driving directions and links to mobile sites
- Or get direct transfers to your phone
CHALLENGE #1: Getting more prospects to call your business
BANNER vs. VOICE ADS: Given a $1,000 budget, which delivers more phone calls?
| ADTYPE | AVERAGE CTR RATES | CPM, CPP& CPT | INVEST-MENT | # OF ADS | # OF CALLS DELIVERED |
|---|---|---|---|---|---|
| BANNER ADS | .5% to web page, then 2% to call |
CPM = $51 thousand web impressions |
$1,000 | 200,000 @ $.005 | 20 |
| VOICE ADS | 6% to call(i.e. transfer) | CPP = $50 1 thousand plays CPT = $4.50 for call transfers |
$1,000 | 3,125 @ $.05 | 187 Voice Ads deliver over a 900% increase |
CHALLENGE #2: Getting consumers to request more information about your product or service via text message.
BANNER vs. VOICE ADS: Given a $1,000 budget, which delivers more requests? Banner says "Type ‘NEWS' to 922 22 for more info." Voice Ad says "Press 1 for more info." Both are more expensive than the generic ad described above.
| ADTYPE | RESPONSE RATES | CPM & CPP | INVEST-MENT | # OF ADS | # OF TEXT REQUESTS |
|---|---|---|---|---|---|
| BANNER ADS | .5% | CPM = $8 | $1,000 | 125,000 | 625 |
| VOICE ADS | 6% | CPP = $80 | $1,000 | 12,500 | 750 A 20% increase |
With virtually any form of challenge you may have in attracting more customers, voice ads can provide a compelling return-on-investment on your advertising dollar.