Ad-tech company Instreamatic has won a spot in the Accelerator Pitch Event (Entertainment category) at South by Southwest in March. Instreamatic will present its interactive, conversation audio commercials to a live audience and judging panel on March 10-11 in Austin.

The technology creates ads that respond to commands (e.g. “Tell me more”) and ask questions (e.g. “Would you like to learn more?”) the products are designed for users who are focused on audio, but are not looking at or touching a screen. It’s easy to imagine that voice-activated ads could become an important part of monetizing audio streamed through smart speakers.

This is the 1-th year of SXSW’s Accelerator Pitch Event.

Digital audio advertising has not evolved beyond radio advertising 50 years ago, said Stas Tushinskiy, CEO and Co-Founder of Instreamatic. “We appreciate the opportunity to present what audio advertising should be in the voice era to the huge audience at SXSW.”