“Programmatic ad platform AdTonos says a campaign for Audi in London marked the first time interactive audio ads have been launched across commercial radio on smart speakers.

The U.K.-based company has a technology called YoursTruly that was used in a campaign in which listeners could react to the Audi ad with a voice command to book test drives for Audi cars or find a dealer.

‘The innovative technology allows advertisers to reach listeners via smart speakers with engaging two-way, voice-based communications, delivered across Octave’s vast portfolio of commercial radio stations’, AdTonos wrote in a press release.

It said YoursTruly was developed to exploit ‘the significant and fast-growing potential of native audio ad experiences’.”

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