Are Smart Speakers The New Frontier Of Marketing And Advertising?
Looking at the rapid rate of adoption of Google Home, Amazon Echo, and other similar products, publishers are putting in more efforts to create content for them even though they are taking baby steps as far as consumer and revenue proposition is concerned.
Just like with TV and the internet before it, media companies just took their existing news and information and put it on voice assistants with minimal reformatting. But now that publishers are getting more interested in making sure they have a unique voice and proposition on the devices, they’re adding editorial-side resources, too.
From the New York Times to NPR, everyone has teams dedicated to voice assistants. Both the organizations have created an editorial position. Al Jazeera has a senior producer to figure out which news to show up on the device. The Washington Post has an audio team of 6 people working on podcasts and other audio storytelling formats.
The news is one big area for which most people use the smart speakers. With so many models and manufacturers out there, it is hard for the publishers to understand where and how much to invest.
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