Case Study-Infiniti

Infiniti’s Campaign Used Continuous Dialogue Ads to Keep the Conversation Going Not only is it engaging, but it provides real-time metrics The ability for brands to speak with customers as individuals and address their needs within the context of their own unique customer journeys remains one of the universal acmes of marketing. If a recent voice dialogue Infiniti campaign is any indication, it’s the emerging era of voice that just might provide a shortcut to speeding up many of these individualized ongoing customer relationships. Advances in audio advertising technologies have now enabled a new customer engagement opportunity via the surfacing of continuous dialogue advertising. This net new digital advertising strategy promises interactive brand-consumer experiences that are more engaging and less intrusive to listeners, compared to traditional passive audio advertising. It also allows brands to continue ongoing conversations with customers based on their responses during previous interactions. In practice, a listener engaging with a continuous dialogue ad (delivered via a music streaming app, for example) is prompted to respond to an offer by voicing their response. Using their natural language, they can either respond affirmatively to accept an offer or negatively to skip the ad and quickly return to their regular audio content. From an advertiser perspective, continuous dialogue advertising also provides rich, real-time metrics unprecedented in the audio advertising space, making it now possible to execute data-driven campaign optimization on audio like never before.