It is pretty clear that the age of digital advertising is among us. The growth of the smart speaker will have a lasting impact on how we receive information and purchase products.

The evolution of search engine marketing.

Today, most of us go to Google to ask questions, search for products, and diagnose problems in our lives.

This simple and effective experience of searching within a search bar has consumed our lives over the past 10 years.

Advertisers leverage this behavior by utilizing Google Ads to promote their website within the search results.

So what happens as we continue to adopt voice enabled search?

Here are developments that Google is implementing to make our search experience better.

  1. The implementation of reviews continues to iterate and answer brand related questions for users
  2. The use of video to answer common questions.
  3. The iteration of the knowledge graph
Top answered questions for kevin durant
Notice the “top questions answered” for Kevin Durant

The above example is very interesting as it begin to build transparency with users who are seeking the information. This information coming directly from Kevin Durant himself!

Now imagine asking your Google or Alex smart speaker this:

“Hey Google, how tall is Kevin Durant?”

Google responds with Kevin’s voice “I am 6′ 10′”.

This experience may look somewhat freaky at first but over time would create the opportunity for not just individuals but companies to provide their audience with relevant and trustworthy information.

1st party and 3rd party data

It has dawned on me that the search experience for ads will likely continue to iterate at a rapid pace.

Today ads have relevant safeguards to ensure that the ad copy abides by Google’s policies.

Recently, Facebook noted they will not fact check ads in 2020 to support freedom of speech. The general feedback has been negative as advertisers and the duopoly of Google/Facebook could be a detriment to society as false information plagues our youth.

So the implementation of this 1st party source for answers becomes more and more intriguing as we utilize smart speakers for our information.

What happens when Google begins to post ads on Google Home?

My theory is that the ad format would have to implement safeguards to identify the transcript language. Further safeguarding information that would then be sent to an auction where you would bid for how often your answer were to be heard.

What is your take on this topic?

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