Mobile - Katz Marketing Solutions | Radio Advertising | Media Agency

Listen To The Sound Of My VoiceA voice — even a synthetic one — is packed with information our brains are programmed todecode, like gender or age. We simply can't help ourselves.When we talk to a computer and it answers back, Nass says most of us end up acting as ifwe're dealing with a real person. Social norms kick in seemingly automatically."Our brains are built to treat these conversations with computer-based voices to anincredible degree like [conversations] we are having with actual people — including flattery,flirtation and all the rest," Nass says. "We will see all of those same responses."Nass' own research found that people like computers better if those computers flatter them.He found that we're polite to the machines we talk to, and we identify with computerizedvoices that sound kind of like our own. We're even more likely to buy things from them.Advertisers are hoping they will be able to use all of this, but Nass warns there are big risksin these kinds of interactive ads as well."When they work well, they're fantastic; when they work poorly, they're really insulting anddisturbing," he says.Nass says if a computer sounds like a person, but then interrupts you and acts like a jerk,real human beings are much more likely to hold a grudge.The Biggest Challenge for MobileAds? Showing That They Work.April 15, 2013 at 4:01 pm PTinShareSharePrintStop me if you‘ve heard this one before: We‘re shifting from desktop computing to a mobile world.Cool for phone sales (see Apple and Samsung)! Not so cool, however, for ad sales execs, whohave spent the past two decades trying to sell Web real estate to advertisers. Now they‘ve got tofigure out how to sell that space on even smaller screens.55