Best Practices for Dialogue Ads

Dialogue Ads basics

Dialogue audio marketing is the most effective method available, in today’s new voice-era, to increase consumer engagement, significantly raise conversion rates and provide a huge lift in marketer ROI.

Dialogue ads are much more than just a “feature extension” to a traditional audio ad, they are a whole new type of creative which require a fresh new approach and strategy.

The construct of the Dialogue ad is completely different than one-way audio ads.

A Dialogue audio ad is made up of the following components:

  1. Teaser audio, up to 10 sec

  2. Second audio or AI response if interested, up to 20 sec

  3. AI response if not interested

  4. AI response if silence

  5. AI response when listener's response doesn’t make sense

  6. Additional AI response if the listener provides another response that doesn’t make sense

  7. AI responses if the user responded with a swearing word (Optional but recommended) .

Please find below the example page, where you can see the creative structure for Dialogue Ads.

Technical requirements

  • Please make sure you have no silence at the end of the teaser audio. This will affect performance dramatically.

  • Please make sure you have no silence at the beginning of all AI responses.

  • Please keep audio files in 128kbps range for better efficiency. This helps performance when dealing with bad connection speeds.

  • Let us know if you have any unique words and/or phrases which are specific for the certain campaign. This will help us to achieve better results from day one.

Suggestions on developing creative and strategy for Dialogue ads

  • Start a teaser with a reminder that a user can speak with an ad.

  • Teaser/introductions should endorse engagement by asking a question with obvious expected answers, e.g. Do you want to know where to find the only resh roasted coffee in town?’, or by saying Let me know if you are interested?’

  • The intro should have just one question and at the end. It gets confusing to a user when exactly the questions stop and it’s time to respond.

Good Use Case:

‘I think buying a car is more important now than ever before. A lot of people feel the same. Do you agree?’

Bad Use Case:

‘Have you changed your mind too? Do you think buying a car is super important right now? Tell me yes or no?'

  • One of the key values of Dialogue ads are their ability to be highly effective in a screen-free, click-free, swipe free environment. Recognize the fact that the screen may be turned off or not be available at all. Calls to action should not rely on a screen activation or companion banner interaction. Use creative that is memorable and entertaining to leave a lasting impression.

  • Remember to not overload ad creatives with music otherwise it won’t support a smooth transition from ad delivery to listening mode and back.

  • 35% of users are going to reply using the exact same words they heard in an ad. Avoid using rare or complicated words.

  • Avoid adding any additional information after a call to action question is posed.

Good Use Case:

‘We have a great offer just for you. Would you like to receive a promo code?’

Bad Use Case:

‘Are you interested? You can say yes or no.’

  • Sometimes it makes sense to put a brand name in the audio clip that plays when there is a negative response, or silence, to ensure an impression is still delivered. For example, "Ok, the Brand is bringing you back to your content now."

  • We suggest creating additional audio responses in cases where we can't interpret the voice command. For example, "Sorry, we do not understand you. Please try to say ‘Yes’ or ‘No’."

  • Create enticing offers that enable easy purchase decisions.

  • It helps to guide users by giving them necessary keywords in a teaser audio. For example, "Introducing Bookmate - a new way to enjoy unlimited reading on your smartphone, tablet and computer. If you're ready to try it, just say 'Get That App’."

  • For campaigns with a target action in case of interest (like 'open link', 'make a call' etc.) you can use AI responses to give listeners additional information before the actual action. For example: "OK. We initiated the call, tap on a screen to confirm." or "I am opening the page! Use the promo code AppRocks to get your discount."

We are committed to ensuring that you maximize this opportunity. Our team is always happy to help you with setting up your first Dialogue campaigns.

Just let us know.