Talking Mobile Ads Are No Joke

Leo Burnett, OMD and Digitas will pitch the promos to brands

It may be April Fools' Day, but Nuance says that ads talking back to you are nothing to laugh about. The 20-year-old software firm this morning announced an initiative that's designed to create two-way conversations between consumers and mobile advertisements.

The Burlington, Mass.-based firm's Voice Ads product seems to have a fairly simple execution. The promos—via text or audio—prompt mobile consumers to tap a microphone button in the ad unit and then speak to it. If they do, a brief marketing script begins that's meant to engage the person in a dialogue and ultimately lead to a sale.

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