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  Fintech Marketing Campaign Strategies

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.

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Ronn Torossian is the founder and CEO of 5W Public Relations, one of the largest independently-owned PR firms in the United States. With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company's growth, overseeing more than 175 professionals in the company's headquarters in midtown Manhattan. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named "PR Agency of the Year" by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world's most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine's Most Influential New Yorker, and a 2020 Top Crisis Communications Professional by Business Insider. Torossian is known as one of the country's foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, was named to PR Week's "40 under Forty" list, is a contributing columnist for Forbes and the New York Observer, and his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations" is an industry best-seller. A NYC native, Torossian lives in Manhattan with his children. He is a member of Young Presidents Organization (YPO), and active in numerous charities.