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Audio advertising is increasingly becoming more interactive, encouraging users to engage with ads via click-throughs or even speaking to the ad itself, writes Paul Kelly, CRO of A Million Ads

As technology continues to evolve at an exponential rate, the audio industry is no exception. Audio advertising is increasingly becoming more interactive, encouraging users to engage with ads via click-throughs or even speaking to the ad itself. Adidas, for example, recently developed an interactive audio ad to promote its new Nite Joggers with Spotify. Together, they built a custom digital experience that let listeners determine their “Nite Score” based on their typical night time listening habits. Listeners then got access to a playlist created uniquely for them, peppered with Adidas branding and information about the shoes. This ad took interaction to a whole new level, combining relevancy with the user’s personal habits and preferences to achieve the ultimate level of engagement.