1 Advertising & The Telephone SpeechTEK West ’07 B204 – Randy Haldeman

2 Company Confidential VoiceAds – Ads Over the Phone VoiceAd: an 8 to 10-second audio clip played during call –Advertisers use for brand awareness or to steer behavior –Can be used in Directory Assistance or enterprise calls Dozens of types available, including: – Initial Sponsor Ad: Initial branding message – Switch-Away™ Ad: Convince competitor’s prospect to call you – Category Ad: Convince caller why you’re best of 3 – Secondary Sponsor Ad: Remind caller to visit or call you later – Location-specific Movie Category Ad: Extend commerce around movie outing Rules of Play: –Always play a sponsor ad up-front –Play a “middle ad” only when appropriate –If no middle ad played, play a Secondary Ad, if available Only if it matches the front-end ad

3 Company Confidential Example Solution for Movie Ticket Purchase (Listen for 2 VoiceAds in Call Flow) # OF TICKETS Adults ____ Children ____ 1212 TIME  12:20pm  3:20pm  6:30pm  9:30pm  Name: ________ Johnson

4 Company Confidential #ITEMPRICETOTAL 1Adults – Monster House$9.50 2Children – Monster House$ Service fee$ TOTAL$ Large popcorn, 3 medium Pepsi’s$13.75 GRAND TOTAL$38.50 Example Solution for Movie Ticket Purchase (Listen for 2 VoiceAds in Call Flow)

5 2 Examples of Ad-Supported Directory Assistance

6 Company Confidential Switch-Away Ad with Coupon What city and state? _____________ Chicago, IL Search by Name ___ Search by Category ____  Offering coupon makes it more likely that caller will switch to advertiser Connecting to: ________ Cell phone __ Fax __ __ 

7 Company Confidential ROI Example for Pizza Shop ROI for “Switching-Away” a customer is 233% ($3.50/$1.50) Pizza price = $12.50 Ingredients, O/H & Labor = $5.50 Ad fees = $1.50 (including 25c coupon transmission fee) Coupon = $2.00 Profit = $3.50

8 Company Confidential Category Ad with Directions $1.25 Bid $1.00 Bid What city and state? __________ What listing? ____________ Restaurants Denver, CO __ Business __ Residence  $1.50 Bid

9 Company Confidential Why VoiceAds Work for Advertisers 1. Caller choose to listen to ads  Versus paying $1.25  The “mental door” is unlocked 2. The customer is actively listening  You have their full attention  Unlike with TV, radio, direct mail, banner ads, billboards, etc. 3. Ads match callers interest  Looking for a luxury car dealer, get a Lexus ad  Looking for a pizza, get pizza ads 4. Ads can be perfectly targeted  Specific state, city, area code, prefix, day of week 5. Incentives can be used sparingly  Offer coupons when competitors are searched  Not when caller is already asking for you

10 Company Confidential Will Callers Tolerate Advertising on the Telephone? Yes, if done right! Needs to be targeted and personalized Fastest adoption rate of virtually any new service in history It makes sense to both caller and advertiser 74% of respondents in poll state they would prefer to use a free-411 service with an audio ad versus paying for a paid 411 service without an ad