Just a few years ago, terms like “voice search” or “artificial intelligence” sounded very futuristic, and referred to technologies that were only perceived to be available in science fiction movies.

Various tools or features such as voice assistance weren’t widely available.

This meant that marketers had to use the technologies that were existing at the time, such as SEO optimization with a small number of keywords,, which helped businesses find the right audiences, although they weren’t able to be precise in their targeting efforts.

However, these days, with the prevalence of social media platforms as well as wearable, functional, and affordable devices and global online services, companies have been able to adopt new technologies.

This includes new ad tech, which has resulted in improved advertising efforts.

Dynamic Ads Insertion

Dynamic Ads are also often called server-side ads, and allows companies to place their ads into livestreams as well as video on demand (VOD) content before users start watching the content. Various pieces of an ad are inserted by a server into a playlist at select times and sent to the user’s viewing device during the ad breaks.

One advantage of this type of ad insertion is that companies are able to target their audiences better with it.

That’s because these tools use more personalized characteristics when placing ads, according to the users themselves, the devices they use, and even the types of content.

It also allows the viewers to have a seamless experience, because both the video content and the ads are in a single stream, which results in a more TV-like experience. Finally, with dynamic ads insertion, changing or adapting ads is easier, because the targeting potential is based on whatever users are watching. This means all of the ads that they will see are based on their preferences and interests.

See also  Mastering the Role of a Digital Media Coordinator: Essential Skills and Responsibilities

Voice Technology

Voice assistants such as Alexa and Siri provide marketers with a lot of new, unexplored advertising potential.

Similar to what they can do on search engines, companies can respond to users’ queries through ads or branded messages.

Since voice search is becoming increasingly popular, and since a third of the US population has started using voice search, investing in voice technology and voice search ads can be very beneficial to companies.

In fact, adopting a voice search strategy isn’t about being relevant in the search space anymore for businesses.

Rather, it’s more about creating an optimized and unique customer experience that can build brand loyalty by developing positive relationships with consumers.

Voice search marketing strategies also allow companies to be more efficient with their ads, and to optimize them better. That’s because the voice search terms are similar to complete questions, instead of specific keywords.

Discover more from Ronn Torossian

Ronn Torossian Speaker Profile on All American Speakers
Ronn Torossian’s Contributions to Website Magazine
Ronn Torossian’s Professional Profile on Muck Rack
Ronn Torossian’s Contributions on PR News Online
Ronn Torossian’s Twitter Profile

Previous articleConsumers and Values
Next articleSimplifying PR Efforts
Ronn Torossian is the Founder & Chairman of 5W Public Relations, one of the largest independently owned PR firms in the United States. Since founding 5WPR in 2003, he has led the company's growth and vision, with the agency earning accolades including being named a Top 50 Global PR Agency by PRovoke Media, a top three NYC PR agency by O'Dwyers, one of Inc. Magazine's Best Workplaces and being awarded multiple American Business Awards, including a Stevie Award for PR Agency of the Year. With over 25 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected public relations executives. Throughout his career he has advised leading and high-growth businesses, organizations, leaders and boards across corporate, technology and consumer industries. Torossian is known as one of the country's foremost experts on crisis communications. He has lectured on crisis PR at Harvard Business School, appears regularly in the media and has authored two editions of his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations," which is an industry best-seller. Torossian's strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, a Top Crisis Communications Professional by Business Insider, Metropolitan Magazine's Most Influential New Yorker, and a recipient of Crain's New York Most Notable in Marketing & PR. Outside of 5W, Torossian serves as a business advisor to and investor in multiple early stage businesses across the media, B2B and B2C landscape. Torossian is the proud father of two daughters. He is an active member of the Young Presidents Organization (YPO) and a board member of multiple not for profit organizations.