The future of Alexa and the Google Assistant goes through advertising

The future of Alexa and the Google Assistant goes through advertising


Amazon, the company behind the voice assistant Alexa, is already negotiating with advertisers to deploy their ads in the wizard. And it's hopeless, though we do not like it, because the future of voice assistants is very attached to ads.

The so-called voice assistants have become the future present. Devices always connected and listening take care of our requests . From shopping to listening to music, pointing to something, or solving a question that runs through our heads. Or they too have become a nightmare worthy of a book by George Orwell.

Leaving aside facets such as privacy or usefulness, the voice assistants arrived. Maybe in countries like Spain, we only have Google Assistant in small doses. But they have become best sellers in markets such as the US or UK . There are more and more homes with dedicated voice assistants.


And that opens a new question. Of course, voice assistants benefit the companies that do them, making their users join a specific ecosystem. But how do you monetize voice aids as such? How can you make a profit from Alexa or Google Home? The answer to these questions can be in the announcements .

Alexa will show ads in recommendations

As we read in Phandroid, Amazon is dealing with several companies . The goal would be to introduce the Alexa propaganda of these marks . But do not worry, you will not be with the ads creating Alexa without reminding me. Amazon's idea is that when we are looking for a product to buy, show us the sponsored products above in the list.

To take a real example, imagine that you want to buy coffee and you ask Alexa. Alexa will ask you the coffee you want before you buy, allowing you to choose. What Amazon wants is that there are products presented in those shopping lists . Because, according to the news, the first results are the products most likely to buy.

This new approach to Amazon is smart and tries to get away from what Google did a year ago. At that time, Google presented in the Assistant ad of the movie of "Beauty and Beast", dictated after doing the summary of the day. "By the way, Disney's real-life movie of 'Beauty and the Beast' debuts today" . Users were annoyed enough to find it without prior warning.

How to introduce advertising in voice assistants?

Because, on the other hand, it will hurt that voice assistants start ads without prior notice . Users will take it as a way to place ads in our day to day lives. Maybe because we are talking about sound, something that we can not ignore exactly how we can ignore a chart.

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Therefore, a possible solution, halfway for all, could be put marks on privileged sites . It is not throwing the publicity in our face, it can be a practical publicity for us. It was something we looked for first, after all, it's not something we did not ask for. It is even less aggressive than techniques like retargeting because it would only appear when doing certain searches neither before nor after.

Although the real key is in how are we going to announce that this is advertising . Not only the way to get the important publicity, but it is also important that the users are aware that they are watching (or listening) advertising. It is a legal requirement in many cases.

In any case, advertising is one of the fields where voice assistants must be especially careful. They are already under constant scrutiny for reasons such as privacy. If they want to implement aspects like advertising, they should be transparent while doing so. Otherwise, we'll see the Google case and the repeated surprise advertising.


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