# Smart speaker advertising fires up the brain to drive stronger, more meaningful engagement with consumers, new neuro research reveals Published: 2022-07-22 Category: Business Category URL: https://brandsjournal.com/category/business/ Meta Title: Neuro-Research Reveals Impact of Smart Speaker Ads on Brain... Meta Description: Learn how interactive smart speaker ads can increase brain activity and brand awareness, according to new research findings. URL: https://brandsjournal.com/smart-speaker-advertising-fires-up-the-brain-to-drive-stronger-more-meaningful-engagement-with-consumers-new-neuro-research-reveals/ ![undefined](https://prod.superblogcdn.com/site_cuid_cm5qswaa30048wirgqe46utzd/images/advertisers-1737056912516-compressed.jpg) _First of its kind neuro research highlights the powerful potential of interactive smart speaker ads to stimulate increased electrical activity in the brain and strengthen brand awareness_ _Key findings:_ - _Branded smart speaker ads trigger a 25% increase in overall brain activity when compared to branding in standard audio ads._ - _Engaging in a conversation with an ad via a voice assistant makes branding moments 11% more memorable._ - _Voicing a brand’s name back to a smart speaker generates a 30% uplift in overall levels of brain response compared to a standard audio ad._ - _Interactive ads evoke 2.3x more left-brain memory peaks in comparison to standard audio ads._ **_London, UK –_** _Smart speaker advertising generates powerful responses in the human brain that can help build deeper connections between brands and consumers, new research from_ [_Neuro-Insight_](http://ec2-34-221-130-80.us-west-2.compute.amazonaws.com/x/d?c=23444998&l=e7dc533a-f115-4eea-bfad-7330109fb628&r=3f19c91c-277b-4417-aa75-ec363bd28ca9) _, commissioned by_ [_Octave Audio_](http://ec2-34-221-130-80.us-west-2.compute.amazonaws.com/x/d?c=23444998&l=74281ba5-e82a-4fbb-a2cf-cb46ac49f45f&r=3f19c91c-277b-4417-aa75-ec363bd28ca9) _,_ [_Say It Now_](http://ec2-34-221-130-80.us-west-2.compute.amazonaws.com/x/d?c=23444998&l=904e2903-06f7-48f9-b13b-0e1b5c39dc1c&r=3f19c91c-277b-4417-aa75-ec363bd28ca9) _and_ [_Xaxis_](http://ec2-34-221-130-80.us-west-2.compute.amazonaws.com/x/d?c=23444998&l=21ac18a8-0e94-42b5-b3c2-f60c090130b0&r=3f19c91c-277b-4417-aa75-ec363bd28ca9) _, has revealed._ _The study investigated consumer engagement in a 30-60 second conversation with a voice assistant and compared brain responses with standard broadcast radio ads. It monitored cognitive functions such as long-term memory, engagement, emotional intensity, approach/withdrawal, and general attention._ _The scientific study found that branded smart speaker ads trigger a 25% increase in overall brain activity when compared to branding in standard audio ads – helping to build stronger and more meaningful associations. It also found that engaging in a conversation with an ad via a voice assistant makes branding moments 11% more memorable; Neuro-Insight’s measure of long-term memory encoding is proven to correlate to future behaviour change and decision making._ _What’s more, voicing a brand’s name back to a smart speaker generates a 30% uplift in overall levels of brain response compared to a standard ad, while hearing a smart speaker reply elicits 24% higher levels of positive emotional response – suggesting that having a two-way conversation with a smart speaker is enjoyable to the listener._ _Smart home devices will carry out more than_ [_$164 billion_](http://ec2-34-221-130-80.us-west-2.compute.amazonaws.com/x/d?c=23444998&l=451c9742-b52f-43b5-85bc-c887c92a4b92&r=3f19c91c-277b-4417-aa75-ec363bd28ca9) _(£139 billion) worth of global transactions in 2025, and with smart speaker ownership_ [_on the rise_](http://ec2-34-221-130-80.us-west-2.compute.amazonaws.com/x/d?c=23444998&l=95db441f-d656-4a87-95a1-56593855b9b3&r=3f19c91c-277b-4417-aa75-ec363bd28ca9) _, conversational technology is opening new ways for advertisers to effectively tell stories and create branding moments by making audio advertising ‘actionable’. Actionable audio ads comprise of three elements: a 30-40 second radio ad voiced by a smart speaker, a smart speaker call to action, and frictionless voice interaction enabling consumers to research products, have more information or offers sent to their phone or conduct a purchase._ _According to the research, interactive ads evoke 2.3x more left-brain memory peaks in comparison to standard audio ads, meaning these ads are more likely to drive greater retention of information. Comparing brain responses when consumers converse with smart speaker audio ads with standard benchmarks, the research also found remarkable uplifts to:_ - _General attention: +26%_ - _Intensity of emotional responses: +17%_ - _Memory-based responses: +11%_ **_Charlie Brookes, Director, Octave Audio commented:_** _“The findings amplify the importance of strategic, addressable audio campaigns. Optimising ad placements and smart speaker conversations enables brands to start the right interactions with the right listeners. Rapid smart speaker adoption is driving innovation for audio advertising capabilities, making it an exciting time for brands to explore audio’s influence on audiences.”_ **_Charlie Cadbury, CEO, Say It Now, added_** _: “The evidence is clear: when consumers have a conversation with a branded advert via a voice assistant this fires up their brain and they are more likely to respond positively. By allowing consumers to converse with brands and seamlessly conduct searches and purchases, actionable audio adverts drastically minimise friction in the consumer journey and deliver results. Brands can use actionable audio adverts to harness smart speakers’ potential for creating emotional impact and forming meaningful connections with target audiences.”_ **_Tilly Sheppard, Product Manager, Xaxis commented_** _: “The research proves the ability of audio campaigns for connecting brands and listeners. To maximise audio’s power for capturing fragmented consumer attention, advertisers need to consider how to add value to the consumer journey. Understanding the context of user interactions, what they’re doing at the time, and where they are in the funnel can have a great impact on campaign performance. Whether advertisers are looking to improve brand consideration or drive both low- and high-consideration purchases- interactive audio adverts help to cut through.”_ --- This blog is powered by Superblog. Visit https://superblog.ai to know more. ---