Toys “R" Us Ad
Voice Activated Unit

Advertising is no longer a one-way street.

For the 2013 holiday season, Toys “R" Us launched a multi-channel campaign designed to help gift givers pick the best toys for the children on their shopping list.

How does it work?

To complement their web-based gift finder, mobile app and in-store activations, Toys “R" Us utilized the new-to-market voice activated ad unit so that consumers could talk through each step of the gift finder rather than manually selecting their choices.

Campaign Rundates

Dec 10 - Dec 23

Who is using it?

Women, ages 20-35




JetBlue Voice Ad
Learn to Speak Pigeon

Advertising is no longer a one-way street.

It’s easy to think that what you’re holding in your hand is a mini-computer, because much of what you do with your phone is reading, watching, tapping and swiping. But a smartphone is still a phone, something you speak into and expect a reply. Up until now, brands were not included in that conversation. But with Voice Ads technology from Nuance Communications, advertisers can communicate their message with consumers... and those consumers can talk right back.

How does it work?

The ad invites the user to speak into the phone with questions or a game that uses voice interactivity. The words are converted into text form and analyzed using “fuzzy logic” that picks out certain key words and generates an appropriate response. The technology is the same that is used in Dragon Dictate, so there is a high level of accuracy. And, because the voice response is converted to an audio signature file before it is pinged to the server, everything happens very quickly -- under two seconds. (Audio signature files are much smaller than standard audio files.)

Who is using it?

Opera Mediaworks is the first to launch the unit in the U.S., and it did so with the national air carrier JetBlue. See how the ad works in the video to the right.

This is what real engagement looks like.

With Voice Ads, the possibilities are endless. Marketers can finally truly ‘speak’ with their target customer and draw them into conversation. Furthermore, fuzzy logic takes away the need for information-gathering in multiple stages; instead of entering fields into a form one by one, users can speak an entire sentence laden with keywords such as “I want a hotel deal to Las Vegas this weekend for two people” to an ad and the technology will take care of the rest.

Stories about the campaign

adweek logo
Fly JetBlue and Stop Being a Sad, Pathetic Loser Like This Pigeon adweek.com

Wall Street Journal Logo
JetBlue's Digital-Ad Trip wsj.com

Mobile Marketer Logo
JetBlue differentiates mobile ad efforts via voice recognition mobilemarketer.com

AdEchanger Logo
JetBlue Voice-Activated Ad Teaches People To Speak ‘Pigeon’ adexchanger.com

Get going with Voice Ads.

Voice Ad is available from app publishers that are using the newest version of the AdMarvel SDK on the Opera Mediaworks mobile ad platform. Contact us today to find out how to get started.

Sales (Brands & Agencies)
Darin Honey
darin [at] mobiletheory [dot] com

General Contact
info [at] operamediaworks [dot] com



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IAB Digital Video Ad Serving Template (VAST) Compliance Seal IAB Mobile Rich-media Ad Interface Definitions Compliance Seal IAB Mobile Rich-media Ad Interface Definitions Compliance Seal
ad specifications