Audio.ad, an ad technology company which has made quick inroads to and U.S. Hispanic market in addition to Latin America, has reached a deal with XAPPmedia to exclusively represent XAPP Ads in Audio.ad’s two major markets.
XAPP Ads is an audio ad format that responds to voice commands. The product was launched in March 2014, with NPR as launch partner. the ads prompt listeners to respond with voice call-outs like “download app,” “email me,” and “send coupon.”
“For more than 80 years, radio advertising formats didn’t allow consumers to interact directly with commercial ads. Digital audio delivered through mobile devices has eliminated that barrier, however, mobile listeners don’t have visual contact with their telephone’s screen 87% of the time they spend listening. That means display ads have low response rates,” explained Gonzalo Alonso, Audio.ad’s Managing Director. “By contrast, XAPPmedia’s interactive audio ads enables a unique experience for digital audio consumers that ensures 100% ad exposure and frictionless engagement.”
Pat Higbie, XAPPmedia CEO, focused on the international reach this agreement brings to his product. “Audio.ad provides access to an audience of over 55 million listeners in Latin America and the U.S. Hispanic market, providing substantial mobile consumer reach for advertisers. We consider Audio.ad an ideal strategic partner to continue our international expansion for interactive audio services.”
Audio.ad was acquired by Cisneros in March, 2015.