Digital assistants on mobile devices will continue to dramatically affect the way consumers search in 2018. According to ComScore, 40 percent of adults use voice search once per day. Twenty percent of searches are currently voice-related, which means they are likely to trigger a position 0 result (particularly on devices like Google Home and Amazon Alexa). That means local/location-based retailers must rank in the “near me” searches while larger national brands should aim to own answers to common industry questions as thought leadership strategy.
Owing position 0 means you’ve doubled your real estate in select organic searches. Not only that, but on voice-enabled devices like Google Home, position 0 is the ONLY answer/result. That means you are more likely to get a new customer now or in the future. From an advertising perspective, there are a host of opportunities within the smart speaker market. The largest opportunity in the short-term will likely come from Google, advertising platform leader. With a solid base of products out in the market (Google Home) and one of the World’s largest at networks, it is easy to assume Google will be the first, if not the largest, purveyor of smart speaker ad products. They may take a variety of formats, but the most obvious product would revolve around ‘position 0’ results.
Whether ads displace current organic position 0 results or augment them “sponsored by” is yet to be determined. While most position 0 results are triggered by questions or cultural references, advertising results would likely be triggered by branded search phrases and incorporate (Google) shopping capabilities (would you like to buy now or hear more options?). Amazon’s Alexa would provide similar opportunities at a brand and product level, but only for current advertisers/sellers.
Catch Kent at the IABC Heritage Conference, November 11-13, 2018.
Kent Lewis, President & Founder
Anvil | Measurable marketing that moves you