Adweek — October 08, 2017

ADWEEK | OCTOBER 9, 2017 7

TRENDING

STATEMENT OF OWNERSHIP, MANAGEMENT AND CIRCULATION

1. Publication Title: ADWEEK


2. Publication No. 0458-


3. Filing Date: October 1, 2017


4. Issue Frequency: 33 times per year with one issue in July & December, 2 issues in
   August and November, 3 issues in January, February, March, April & June, and four
   issues in May, September and October.


5. No. of Issues Published Annually: 33


6. Annual Subscription Price: $


7. Complete Mailing Address of Known Office of Publication:
   Adweek, LLC
   825 Eighth Avenue, Fl 29, New York, NY 10019
   Contact Person: Lou Bradfield, 610-531-


8. Complete Mailing Address of the Headquarters or General Business Office of Publisher:
   Adweek, LLC, 825 Eighth Avenue, Fl 29, New York, NY 10019


9. Full Names and Complete Mailing Address of Publisher, Editor and Managing Editor:
   Publisher: Jeff Litvack, Adweek, 825 Eighth Avenue, Fl 29, New York, NY 10019
   Editor: James Cooper, Adweek, 825 Eighth Avenue, Fl 29, New York, NY 10019
   Managing Editor: Lisa Granatstein, Adweek, 825 Eighth Avenue, Fl 29, New York, NY 10019


10. Owner: Adweek, LLC, 825 Eighth Avenue, Fl 29, New York, NY 10019


11. Known Bondholders, Mortgagees and Other Security Holders Owning or Holding 1% or
    more of Total Amount of Bonds, Mortgages or Other securities: None


12. Tax Status N/A


13. Publication Title: Adweek


14. Issue Date for Circulation Data Below: September 11, 2017


15. Extent and Nature of Circulation: Average No. Copies No. Copies of Single
    Each Issue During Issue Published
    Preceding 12 Months Nearest to Filing Date
    A. Total No. of Copies (net press run) 40,552 37,
    B. Legitimate Paid and/or Requested Distribution


16. Outside County Paid/Requested Mail
    Subscriptions Stated on PS Form 3541 22,670 21,


17. In-County Paid /Requested Mail
    Subscriptions stated on PS Form 3541 0 0


18. Sales Through Dealers and Carriers,
    Street Vendors, Counter Sales and Other
    Paid or Requested Distribution Outside USPS 5,741 4,


19. Requested Copies Distributed by Other Mail
    Classes Through the USPS 0 0
    C. Total Paid and/or Requested Circulation 28,411 26,
    D. Nonrequested Distribution


20. Outside County Nonrequested Copies
    Stated on PS Form 3541 8,644 8,


21. In-County Nonrequested Copies
    Stated on PS Form 3541 0 0


22. Nonrequested Copies Distributed Through
    the USPS by Other Classes of Mail 0 0


23. Nonrequested Copies Distributed
    Outside the Mail 3,498 2,
    E. Total Nonrequested Distribution 12,142 11,
    F. Total Distribution 40,552 37,
    G. Copies not Distributed 0 0
    H. Total 40,552 40,
    I. Percent Paid and/or Requested Circulation 70.06% 70.50%


24. Electronic Copy Circulation
    A. Paid Electronic Copies
    B. Total Paid Print Copies + Paid Electronic Copies
    C. Total Print Distribution + Paid Electronic Copies
    D. Percent Paid


25. Publication of Statement of Ownership is required and will be printed in the
    October 9, 2017, issue of this publication.


26. Signature and Title of Editor, Publisher, Business Manager or Owner

Publisher

I certify that all information furnished on this form is true and complete. I understand that

anyone who furnishes false or misleading information on this form or who omits material or

information requested on the form may be subject to criminal sanctions (including fines and

imprisonment) and/or civil sanctions (including civil penalties).

LAY OFF THE

HARD SELL

Creating a voice skill or app

solely for self-promotion

can be seen as aggressive or

off-putting.

MAKE IT

HELPFUL

If you want people to use a

skill more than once, you

need to give them useful

information that aligns with

your brand message.

DON’T FORGET

THE ANALYTICS

Early voice apps provide

an excellent opportunity

to experiment, gather data

and learn what resonates

with consumers.

THINK

V I S UA L LY

AS WELL

A S V E R B A L LY

In addition to audio, well-

designed voice apps display

a card in a mobile app or on a

device like Echo Show.

MINIMIZE

FRICTION

Voice is ultimately another

interface, like keyboards and

touchscreens, but with less

room for error. It’s got to be

brutally simple and intuitive.

LISTEN UP!

A new way to hear

your customers

customers say,” said Hedges. “If Tide
learns someone is asking about a
specific stain and fabric combination,
and it’s not one they’ve encountered
before, maybe a new product comes
out of that. With voice, it’s almost like a
focus group of one.”
A key reason for building a voice
skill is to gather data on customer
usage and intent, said Patrizio.
“We built analytics into the GoodNes
skill, and this lets Nestlé monitor
Skill usage in aggregate since the
developer doesn’t have access to the
actual spoken recording,” he said. “For
example, ‘Alexa, ask GoodNes to browse
recipes’ is mapped to an intent, and we
can track how many people used that
intent, or how many times a single user
requested this specific intent.”
Analytics can also reveal if the
skill is working as the brand hoped it
would. At this early stage, that’s not
always the case. 
Adam Marchick, CEO and
co-founder of analytics company
VoiceLabs, says that only 30 to 50
percent of conversational interactions
are successful.
“It’s like we’re in year two of
building web pages,” noted Marchick.
“But right now, just giving brands
conversational understanding—where
they can actually see different voice
paths and what’s working and what’s
not—is a big step forward.”

THE CONVERSATION
IS JUST BEGINNING
Brands have been forced to react
to similar technological upheavals
before—notably with the shift to web
and then to mobile. This time, though,
they’re being more deliberate about
it, said Joel Evans, co-founder and vp,
digital transformation at Mobiquity.
“In the dot-com days websites
were more like glorified brochures. We
saw something similar happen when
companies started doing mobile apps—
they were just a check-off item,” he said.
“Thankfully we’re not seeing that in the
skills universe. Brands have realized it’s
got to be the right experience when it
actually gets out there.”
The next few years will see a huge
acceleration of the technologies driving
computer-human interaction—like
artificial intelligence, natural language
processing, chatbots and augmented
reality. The voice apps we hear (and
sometimes see) today may be nothing
like the ones we encounter tomorrow.
Smart brands are preparing for that now.
“Right now we’re creating the horse
and carriage of voice technology,” said
Patrón’s Parker. “Give it another 18 to 24
months, and we’ll be building Maseratis.”

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