How to Use Ads to Target Smart Speaker Users

BY Rachel Cagle
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Did you know that there are 65 million Americans who own over 130 million smart speaker devices? According to Search Engine Land, that’s 23% of all Americans who are older than 12. And that number has only been growing annually. With 223 million Americans aware of smart speakers, it would seem that trend will continue.

The Benefit for Advertisers

Smart speaker owners use their devices for a variety of tasks, many of which offer potential for businesses. For starters, the most popular use of smart speakers is answering questions. According to Search Engine Land, 36.9% of owners ask their speakers questions every day. About 70% ask questions monthly and 84% ask questions, but with no general consistency. Additionally, these users are also searching for product info on a daily (10.8%), monthly (27.8%) and random (41.2%) basis. This presents opportunity for businesses who have updated their keywords to be easily found by smart speaker users. 

Some people may think that’s the extent to which advertisers can utilize smart speakers, but they’d be wrong. Americans also use smart speakers to listen to the radio (21.2% do this daily, 40.5% monthly and 54.9% randomly), listen to news or sports (13.4% daily, 28.8% monthly, 43.8% randomly) and listen to podcasts and other talk formats (11.1% daily, 26.5% monthly and 39.9% randomly). That means that smart speaker users can also be reached via radio and other audio ads through their devices.

Last, but certainly not least, making purchases via smart speaker is also gaining popularity. About 4% of smart speaker users make purchases through their devices every day, 15% do so monthly, and 26.1% make purchases randomly. Are your clients’ sites set up to accept these types of transactions after consumers find them?

According to AudienceSCAN by AdMall from SalesFuel, Voice-​Activated Smart Speaker users respond to more advertising media than just those listed in Search Engine Land’s research. Which others? Check out their profile in AudienceSCAN to find out.