Did you recently add a new member to your household? Many households have recently purchased and started using a smart speaker to help make purchases, play music, give weather updates and more. While the technology is not necessarily new, the hardware is. Ok Google and Siri are two popular Virtual Assistant operating systems available on smartphones and other devices. Now in speaker form with new competitors from Amazon, the market is growing and expanding. This is an exciting opportunity for advertisers, but the landscape is still too new for many to benefit from it.
Currently, the Google Home and Amazon Echo devices make up 94% of the smart speaker market. Google is not yet offering smart speaker device targeting to its advertising partners and has been quiet on the development of this possibility. Amazon has publicly stated that they have been in development of sponsored content through Alexa (its virtual assistant operating system), but due to a lack of set advertising guidelines, the sponsors are not promoted through the device yet.
Additionally, the overwhelming primary uses of smart speakers are still playing music and asking about the weather. Google listed the top voice-searched categories as Music, Videos, Movies, Sports, and Religion. Additional features like smartphone apps are called “skills” on smart speakers, but 69% of Alexa “skills” still have one or fewer customer reviews. Podcast companies such as Gimlet have partnered up with brands like Oral-B to develop a skill to help remind kids to brush their teeth, but without the sponsorship ability, the effectiveness of this venture is still unknown.
Ultimately, advertising on smart speakers is a new wild world that offers a lot of fun ideas but is still too new to utilize effectively, if at all. Marketers should still focus on digital marketing tactics like search engine optimization and search engine marketing to reach customers searching for their products.