Burlington-based Nuance Communications said today it has unveiled Voice Ads, a new mobile advertising format that lets people have a two-way conversation with the brands they love.
By integrating Nuance's voice technology, the company's Voice Ads transforms traditional mobile advertising into a conversational experience, and gives consumers a literal say in the way brands advertise to them, officials said.
Voice Ads are easy for consumers to use, as an ad appears and prompts them to participate by speaking to it. From there, "the conversation drives the experience, which is tailored to meet both the needs of the brand and the consumer," the company said.
Nuance, which is known for its Dragon speech recognition software, added it has partnered with several mobile advertising companies to ensure broad reach and distribution for Voice Ads. Creative advertising agencies include Digitas, OMD and Leo Burnett, while mobile advertising companies like Millennial Media, Jumptap and Opera Mediaworks will provide distribution to more than 100,000 app publishers and hundreds of millions of consumers globally, officials said.
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