Streaming platform Pandora has developed an ad format that consumers can talk back to. However, the company’s vice president of ad innovation strategy is cognizant that users need to be eased into such an interface before voice interaction gains real ubiquity.

The new ad format stems from Voice Mode, Pandora’s hands-free control tech that launched primarily for drivers. Marketers will now be able to buy ads that encourage users to answer back and create a basic dialogue with a piece of audio creative. One of the first brands to test the technology is Doritos.

The company created a Pandora ad that pauses and tells the listener: “Say yes if you want us to keep it real.” An on-screen signal and tone prompt the user to "talk now". Once they reply, the ad continues. 

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