We’ve come a long way in just one year. At 12:04 pm on April 8, 2014, the first XAPP Ad was served on the NPR News mobile app. The advertiser was Lumber Liquidators and the call to action was to download the company’s Floor Finder app. It was the first time a mobile app was downloaded by simply speaking after an ad promotion ran on an audio app. Interactive audio engagement was born.
Today, we have dozens of action phrases used by advertisers and have demonstrated the highest mobile conversion rates in the industry. XAPP Ad conversion rates over the past year have ranged from 1.09-7.86%, well outpacing mobile ad formats that fall in the 0.01-0.40% range.
Voice is Mobile Audio Friendly
The average response rate of a XAPP Ad is more than five times higher than the best performing mobile ad units and the disparity is closer to 200 times greater when the app is not visible on the screen. Why is this the case? Well we have learned that mobile audio apps are not visible on the screen more than 79% of the time when an ad is played. Touch is not an option for consumer engagement in this most frequent user scenario. However, voice has proven to be simple, spontaneous and convenient.
Beyond Ads – Connecting Consumers with Content and Artists
We have also expanded our solutions by allowing audio publishers to leverage XAPP’s Interactive Audio Services platform to promote content, enable voice-activated navigation and games and even connect artists with fans. Our focus has been to create a more natural user experience for mobile audio environments that harnesses the simplicity and convenience of voice interaction.
We are looking forward to working with publishers, artists and advertisers in the coming year to further extend interactive audio capabilities and provide even more value to our partners. The ad-supported Internet radio market grew rapidly over the past year in both audience and time spent listening. XAPP is excited to help the industry in its drive for better user experiences and monetization of mobile.