Is advertising on an AI speaker effective? The role of interactivity, product type, and thematic congruence

Abstract

Unlike the existing media, media based on voice interface has emerged. Amazon's "Echo" and Google's "Google Home" are a typical product that allows users to interact with their devices through a voice interface. With the advent of these devices, many changes have occurred, but changes in a marketing method are particularly noticeable. Whereas existing advertisements were unidirectional and product-oriented ads that were sourced on the Internet or mobile, advertisements on an AI speaker would be in a bi-directional, context-based advertisement format. This study examines the types of advertisements that can be applied effectively in an AI speaker environment and discuss practical application methods. 160 participants were divided into eight groups to investigate the effects of interactivity, product types, thematic congruence, and sponsored messages. Interactivity in advertising is expected to become even more important with the high penetration of AI speakers.