Cancer Research UK launches its first actionable audio ad

UK charity Cancer Research UK is giving consumers a chance to sign up for its Race for Life challenge by speaking into a smart speaker.

Consumers that hear the bespoke advert simply need to say “Alexa, Open Race for Life” to receive a link to their phone. The promo includes a 30 per cent discount on applications before April 30.

Cancer Research UK created the campaign with Say It Now, the voice assistant adtech firm. It is the charity’s first ad of this kind.

Actionable audio ads comprise three elements: a 30-40 second radio ad voiced by a smart speaker, a smart speaker call to action, and some kind of deliverable (more information, offer sent to their phone, purchase etc).

The partners quoted research from Neuro-Insight, the neuro analysis company, that found that branded smart speaker ads trigger a 25 per cent increase in brain activity when compared to branding in standard audio ads. They also referenced the fact that smart home devices will carry out more than $164 billion (£139 billion) worth of global transactions in 2025

Cancer Research UK’s Race for Life is a sponsored run across 3k, 5k and 10k routes. It is now in its 30th year, and has raised nearly £940 million.

Lucy Salazar, Senior Events Marketing Manager, Cancer Research UK, said: “We are proud to lead the way when it comes to using smart, actionable advertising…the seamless brand experience and clear call to action will increase sign-ups and, ultimately, boost all important donations for Cancer Research UK.”