Nuance Communications (NASDAQ:NUAN) is betting that consumers are looking for more responsive advertising. Literally.
The mobile carrier has launched “Voice Ads,” a platform that will allow consumers to talk directly to ads received on mobile devices. The interactive ads were created with a team of marketing and mobile agencies, including Digitas, OMD and Millennial Media, PC Magazine notes.
With worldwide mobile advertising expected to hit $37 billion in three years, companies are looking for ways to boost consumer interaction with their brands. Nuance will promote Voice Ads to more than 100,000 app developers.
In January, Nuance announced that its Dragon Drive voice command system had been added to Chrysler’s Uconnect Access hands-free driving services. Chrysler is owned by Italy’s Fiat (PINK:FIATY).
Shares of Nuance climbed almost 5% in Tuesday morning trading after activist investor Carl Icahn was reported to have purchased a significant stake in the company.