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Spotify tests ads with which listeners can interact using their voices, reports TechCrunch. The idea is that when a user hears a voice-activated ad, he can say "read now" and access relevant content. Two ads are currently being used with the new feature: one for Ax Unilever products and another for a Spotify podcast called Stay free: the history of the clashes.
If you say the key phrase during an announcement, you will be directed directly to the advertised podcast or an Ax branded playlist, respectively. Spotify indicates that your phone's microphone will only be active for the duration of the advertisement. It will turn off quickly if you say anything other than "play now".
Spotify is currently testing functionality on both iOS and Android devices, but the obvious use case here is the voice-activated speakers, which Spotify has described as a "critical growth area" in its recent release of results. .
Pandora, one of Spotify's major competitors in the United States, recently experimented with voice-activated commercials, relying on voice commands added to its service earlier this year.
The new feature is currently being tested in Spotify's mobile apps in the United States. It will only be enabled if Spotify voice commands are enabled. If you want to disable voice-controlled announcements entirely, you can do this with the "Voice Activated Announcements" switch in the settings menu.
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