Bret Kinsella is currently the CMO at XAPPMedia, a platform that connects consumers with brands through interactive audio ads. XAPP Ads allow consumers to engage with brands hands free and eyes free. Prior to joining XAPP, Kinsella worked at dwinQ, Harris Corporation, and ODIN Technologies. The Makegood recently spoke with Kinsella about some of XAPP’s recent developments.
The Makegood: XAPPmedia is the provider of the first interactive audio advertising service. Could you elaborate on what this is, and how audio advertising is a crucial form of ad?
XAPPmedia developed XAPP Ads, the first interactive audio advertising service, to make it easier for consumers to connect with relevant brand offers, to drive higher conversion rates for advertisers and higher ad unit value for Internet audio publishers.
XAPP Ads represents where the advertising industry and consumer behavior are headed. More and more people are listening to audio content when they cannot touch or view mobile device screens because they are walking, driving, exercising or engaged in another activity. When listening devices are increasingly out of site or behind a locked screen, visual banner ads are not seen. With interactive audio advertising technology like XAPP Ads, these “ultramobile” consumers can easily respond to by voice to connect with advertised offers.
The Makegood: XAPP, partnered with NPR, will give the consumer the ability to extend the ad with audio or video. How do you believe consumers will respond to this type of ad? How will this extension benefit brands?
NPR’s adoption of XAPP Ads is a testament to how the technology enables publishers and advertisers to engage consumers and provide additional information on offers or provide other relevant content. XAPP Ads are simple, spontaneous and convenient, allowing consumers to take action with their voice without interrupting their current activity. As a result, we’re finding consumer response rates to be high and measurable.
The Makegood: Many believe that the lessening use of traditional radio is tragic. However, Internet radio use has become a primary form of radio usage. What can you say about the Internet radio demographic? How do these people differ from traditional radio listeners?
The Internet radio demographic is growing rapidly due to convenience, personalization and a good user experience with a low ad load. Broadcast radio has provided a valuable local link for listeners and will continue to do so. Broadcasters should be embracing Internet radio as a way to extend their value to listeners and advertisers instead of fearing industry change and emerging competitors. Internet platforms on mobile provide new tools for broadcasters to engage listeners directly and provide detailed metrics on ad performance. By leveraging their existing audience broadcasters can use these new tools to better address shifting consumer behaviors.
The Makegood: Integrating voice-activated technologies into audio advertising is very recent, although crucial development. Do you believe that, when this technology/ad solution becomes more common, the consumer will treat it as they would any other ad? How will you battle the potential consumer-indifference in the future?
Consumers will interact with voice-activated audio ads because of convenience. Ultramobile consumer behavior fits well with the audio experience so it is more natural to engage by voice when the offer is relevant. As consumers become more accustomed to responding to advertised offers by voice, we expect them to utilize the service even more. Then it is up to the ad creative and targeting to make sure the offer is compelling and delivered to the right people.
The Makegood: How will the ads be targeted? In other words, what information will XAPP and NPR be using in order to effectively target ads to the right consumer at the right time?
We serve the ads based on the targeting capabilities that NPR already has in place.
The Makegood: Thank you, Bret.