AI for Local Online Advertising - Presented by William Ammerman EVP of Digital Media, Engaged Media Inc - Borrell Associates
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AI for Local Online Advertising
Presented by William Ammerman
EVP of Digital Media, Engaged Media Inc.
Author of The Invisible Brand
AI for Local Online Advertising 2
“In 25 years, this man
selling used books online
will be the richest person
on earth.”
-said no one in 1994
Presentation by William Ammerman
AI for Local Online Advertising 3
1 Can’t predict the future Local SMBs can’t
keep up with AI
2 Lack technical knowledge about AI
3 Stretched for resources
4 Don’t have time to apply new skills
Presentation by William Ammerman
AI for Local Online Advertising 4
Prediction:
Voice Commerce will reach
$80 billion worldwide by
2023.
-Juniper, February 2019
Presentation by William Ammerman
AI for Local Online Advertising 5
Growth of Voice Assistants
Voice Assistants in Use (billions)
9
8.01
8
7 6.41
6
5.11
5
4.08
4 3.25
3
2
1
0
2019 2020 2021 2022 2023
Source: Juniper Research 2019
Presentation by William Ammerman
Artificial Intelligence enables Voice
AI for Local Online Advertising 6
Commerce
Voice represents a new
challenge and huge
opportunity for local
online advertisers.
Presentation by William Ammerman
AI for Local Online Advertising 7
Most Valuable Global Brands
Source: TheRankngs 2019
Presentation by William Ammerman
AI for Local Online Advertising 8
Most Popular Voice Assistants
APPLE GOOGLE AMAZON MICROSOFT
Presentation by William Ammerman
AI for Local Online Advertising 9
Global Voice Assistant Install Base
Source: Voicebot.ai, January 2019
Presentation by William Ammerman
AI for Local Online Advertising 10
Key Takeaway
The Voice User Interface (VUI)
is the consumer-facing edge of Tap to Talk
artificial intelligence at the
world’s most valuable brands.
Presentation by William AmmermanAI for Local Online Advertising 11
Natural Language Processing (NLP)
Audio Signal Processing Natural Language Processing
Analog to Compare Spoken
Feature Interpret Prepare Linguistic Wave Form
Human Speech Digital Features to Response from
Extraction Result Response Composition Generator
Conversion Library Computer
Library of
Library of audio components:
fingerprints Phasing
Intonation
Duration
Presentation by William AmmermanAI for Local Online Advertising 12
Video
Presentation by William AmmermanAI for Local Online Advertising 13
What You Need to Do Now
By 2021, early adopter
brands that redesign
their websites to
support voice search
will increase digital
commerce revenue by
30%.
Source: Gartner Top Strategic Predictions for 2018 and Beyond
Presentation by William AmmermanAI for Local Online Advertising 14
Voice-Enabled Path to Purchase
1. Consumers 2.Devices 3. Voice Assistants 4. Businesses
Presentation by William AmmermanStep 1: Understand Your Customer’s Use of
AI for Local Online Advertising 15
Voice
• Male (63%)
• 18-29 Years Old (2x more likely)
• While Driving (62%)
• Apple Siri (44%)
• General Search (52.7%)
• Getting Directions (47.4%)
• Finding a Restaurant (28.8%)
Source: Voicebot.ai Various Articles
Presentation by William AmmermanAI for Local Online Advertising 16
Consumer Adoption of Voice
90.1 Million 44% 62% 57.8 Million
90.1 Million Apple Siri is the Driving is the 57.8 Million
U.S. Adults Use Most Commonly Most Common U.S. Adults Own
Voice Assistants Used Voice Use Case for Voice a Smart Speaker
on Smartphones Assistant on Assistants (62% of (about 23% of
Monthly Smartphones with Respondents) population)
44% Share
Half as many use Relaxing at home (As of September
voice assistants Google Assistant is was the second 2018…not
on smart second with 30% most common including Q4
speakers (45.7 and Amazon Alexa answer at 38% sales)
million) is third with 17%
Source: Voice Assistant Consumer Adoption Report, November 201
Presentation by William AmmermanAI for Local Online Advertising 17
1 in 5 Consumers Have Shopped Using Voice
What Voice Shoppers Are Buying
Household Items 25.11%
Entertainment, Music, Movies 21.15%
Apparel 21.15%
Games 18.94%
Consumer Electronics 14.54%
Groceries 11.89%
Travel 11.89%
Furniture 9.25%
Appliances 8.37%
Prepared Meal or Drink 7.05%
0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00%
Source: Voice Shopping Consumer Adoption Report, June 2018
Presentation by William AmmermanAI for Local Online Advertising 18
1 Getting Directions to a Business Additional Use
Cases for Voice
2 Choosing a Restaurant
3 Researching a Product
4 Checking Balances / Moving Money
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1 Checking Inventory B2B Use Cases
for Voice
2 Scheduling Meetings
3 Placing Orders
4 Fulfillment Tracking
Presentation by William AmmermanAI for Local Online Advertising 20
Step 2: Understand the Devices They Use
Source: Voicebot.ai September 2018
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Smart Speakers
Millions of Smart Speakers Sold
Q4 2018 13.7 11.5
Amazon Echo
Q4 2017 9.7 6.7
Q4 2016 4.1 0.4
0 5 10 15 20 25 30
Google Home Amazon Google Source: Strategy Analytics 2019
Presentation by William AmmermanAI for Local Online Advertising 22
U.S. Smartphone Shipments Q4 2018
Other
13%
Motorola
6%
Apple
47%
LG 12%
22%
Samsung
Source: Counterpoint, 2019
Presentation by William AmmermanAI for Local Online Advertising 23
Cars are Voice-Enabled Devices
The number of vehicles
equipped with voice-recognition
systems is expected to reach
120 million in 2019, triple the
number in 2018.
Source: Fortune Magazine, February 2019
Presentation by William AmmermanAI for Local Online Advertising 24
Your Next Smart Speaker will be your TV
Samsung, and other major
manufacturers, announced at CES
that new models of smart TVs will
be equipped with voice
recognition.
Source: Variety, January 2019
Presentation by William AmmermanStep 3: Learn the Differences between
AI for Local Online Advertising 25
Assistants
Apple Siri Google Assistant Amazon Alexa Microsoft Cortana
Dominant mobile interface. Native to Android, Google Dominant voice assistant for smart Native to Windows 10 and Xbox
Works on Apple devices Home, Chrome OS and Wear speakers including Echo and Echo One, and runs on Android and iOS
including Apple TV and OS by Google. Second most Dot. Powerful ecommerce tool. 8. Dominant PC voice assistant.
AirPods. Uses Google for popular mobile interface. Uses Learns Alexa Skills. Default search Can be enabled on mobile. Search
search. Siri Shortcuts learn Google for search. Learns is Bing but has the Google Search is Bing.
user behavior. Google Actions. Skill.
Macs and iPhones Google Home Amazon Echo PCs and Xbox One
Presentation by William AmmermanAI for Local Online Advertising 26
Voice Assistant Usage Share for Smartphones
Other
Microsoft Cortana
Samsung Bixby 4.88%
6.23%
Amazon Alexa 13.20%
45.64%
Apple Siri
28.70%
Google Assistant Source: Voysis, May 2018
Presentation by William AmmermanAI for Local Online Advertising 27
Voice Search is not Text Search
Voice flattens search.
Results are brief and often pull from Google’s
featured snippet (position zero) or from the
knowledge graph to the right of results.
Using structured data and schema mark-up
helps your data become part of the knowledge
graphs.
Optimizing for voice search means
anticipating the questions consumers ask and
adding those questions to your FAQ and even
your H2.
Common voice questions begin: Ask Siri, “What is Grand Central Station,”
and it responds with details from the
• Who… knowledge graph on the Google results
• How… page.
• byWhen…
Presentation William AmmermanAI for Local Online Advertising 28
Harness the power of “Near Me”
58% of consumers used voice
search for local products in 2018.
Update your Google Business and Bing Places Listings:
• Verify name, address, phone number
• Summary (400 characters) about your offerings
• Place your business in the right categories
• Include your hours of operation
• Use only professional photos
Update your listings with apps that users may search:
• Yelp
• Angie’s List
• Thumbtack
• Whitepages
• Yahoo Local
• Porch Source: BrightLocal Voice Search Study, 2018
Presentation by William AmmermanAI for Local Online Advertising 29
Skills, Actions & Shortcuts
There are now over 70,000 Alexa Skills
Voice Assistants are evolving. Siri is adding shortcuts,
Google is adding actions, and Alexa is adding skills to help
users.
You can connect Alexa with UPS using the Alexa UPS Skill in
the Skills Store. With the UPS Skill, Alexa can track your
packages and provide updates on delivery schedules.
Consider whether your business could benefit from
integration with a voice assistant. Then, use social media to
spread the word that consumers can talk to your brand.
Presentation by William AmmermanAI for Local Online Advertising 30
Recommendation Engines
Alexa’s algorithm makes
product recommendations
Testing published by Forbes indicates
Alexa’s algorithm makes product
recommendations based on (in order of
importance):
1] Products with the “Amazon’s Choice”
badge
2] Products available for Prime delivery
3] Products from the user’s purchase history
4] The first product in the Bing search result
Presentation by William AmmermanAI for Local Online Advertising 31
Step 4: Are Your Products Ready for Voice?
Once you’ve considered how your prospective
customers use devices and voice assistants, it’s
time to start testing.
Try to find yourself using voice.
Try to learn about your products using voice.
Try to buy your products using voice.
Share the results with your team and
brainstorm opportunities for improvement.
Then put a plan into action.
Presentation by William AmmermanAI for Local Online Advertising 32
Brainstorming
Can voice
improve in-store Locate a product
shopping? Find a coupon or deal
Compare products
Get help
Self checkout
Presentation by William AmmermanThank you!
Feb Mar Apr May Jun Jan Feb Mar Apr May Jun Jan Feb Mar Apr May
wammerman@engagedmediainc.com
The Invisible Brand:
Marketing in the Age of Automation, Big Data, and Machine Learning
Published by McGraw-Hill, May 24, 2019You can also read
