{"id":3591,"date":"2018-11-03T18:33:00","date_gmt":"2018-11-03T11:33:00","guid":{"rendered":"https:\/\/news.adeptasiaconsulting.com\/?p=3591"},"modified":"2018-10-23T10:47:55","modified_gmt":"2018-10-23T03:47:55","slug":"google-incubated-adlingo-uses-chatbot-integration-to-create-conversational-ads","status":"publish","type":"post","link":"https:\/\/news.adeptasiaconsulting.com\/google-incubated-adlingo-uses-chatbot-integration-to-create-conversational-ads\/","title":{"rendered":"Google-incubated AdLingo uses chatbot integration to create conversational ads"},"content":{"rendered":"
\n

\u201cConversational marketing\u201d is a phrase that I hear a lot, but when the team at AdLingo<\/a> uses it, they mean something specific \u2014 namely, bringing chatbots and other conversational assistants into online advertising.<\/p>\n

The startup is part of Google\u2019s <\/a> Area 120<\/a>\u00a0incubator, and co-founder and general manager Vic Fatnani said he\u2019s worked on advertising at Google for more than a decade.<\/p>\n

\u201cOne of the things we saw happening was this paradigm shift with users and consumers going towards more of a conversational medium,\u201d he said. \u201cEverything is becoming more conversational, whether it\u2019s through devices such as your phone, your speaker and eventually your car \u2026 We asked ourselves, \u2018Hey if this shift is happening, why can\u2019t marketing be more conversational?’\u201d<\/p>\n

You may be wondering whether consumers are really clamoring to interact with ads, but Fatnani said he and his co-founder Dario Rapisardi were determined not to build \u201ca solution that needs a problem,\u201d so they spent months talking to marketers and chatbot developers.<\/p>\n

Apparently, when they asked about what challenges everyone was facing, the big answer was \u201cdiscovery.\u201d As Fatnani put it, \u201cHey, I have this amazing conversational assistant, but it\u2019s really hard for me to bring this in front of an audience.\u201d<\/p>\n

\n

\"\"<\/p>\n

General Manager Vic Fatnani, Head of Partnerships Stephanie Lyras, Head of Engineering Dario Rapisardi<\/p>\n<\/div>\n

In his view, advertising provides the perfect medium to solve this problem. Instead of building a chatbot and just letting consumers find it on their own website or app, brands can integrate it into their advertising, allowing people who see the ad to ask questions and provide feedback.<\/p>\n

\u201cImagine you want to launch a new soda drink in Brazil, a market that you\u2019ve never entered before,\u201d he said. \u201cImagine you can now run a conversational display ad and actually have people vote to say what kind of flavor would you like to drink.\u201d<\/p>\n

Or for a real example, there\u2019s the Allstar Kia experience that you can see at the top of this post. The company\u2019s director of internet marketing Chris Ferrall said in a statement that \u201cAdLingo lets our customers browse inventory, determine car trade-in value and make an appointment with a salesperson \u2014 all within an engaging, interactive experience that meets them right where they are.\u201d<\/p>\n

To be clear, AdLingo isn\u2019t building the chatbots. Instead, Fatnani said, \u201cThe brands and developers bring the conversational experience to us, and we distribute that experience all over the web.\u201d<\/p>\n

To do this, the platform integrates with chatbot tools like Dialogue Flow, Microsoftbot Framework, LiveEngage and Blip. It\u2019s also partnered with Valassis Digital and LivePerson (the Kia campaign happened through Valassis).<\/p>\n

How does this all fit into Google\u2019s larger plans for advertising? Fatnani said it doesn\u2019t, at least not yet.<\/p>\n

\u201cWe are completely separate efforts in terms of our product roadmap and what we execute,\u201d he said, later adding, \u201cAt this point, we just want to make sure we\u2019re really, really focused on our customer.\u201d<\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

\u201cConversational marketing\u201d is a phrase that I hear a lot, but when the team at AdLingo uses it, they mean something specific \u2014 namely, bringing chatbots and other conversational assistants into online advertising. The startup is part of Google\u2019s Area 120\u00a0incubator, and co-founder and general manager Vic Fatnani said he\u2019s worked on advertising at Google […]<\/p>\n","protected":false},"author":4,"featured_media":3590,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false},"categories":[6],"tags":[2814,2815,136],"acf":[],"yoast_head":"\nGoogle-incubated AdLingo uses chatbot integration to create conversational ads - Adept Asia Consulting<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/news.adeptasiaconsulting.com\/google-incubated-adlingo-uses-chatbot-integration-to-create-conversational-ads\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Google-incubated AdLingo uses chatbot integration to create conversational ads - Adept Asia Consulting\" \/>\n<meta property=\"og:description\" content=\"\u201cConversational marketing\u201d is a phrase that I hear a lot, but when the team at AdLingo uses it, they mean something specific \u2014 namely, bringing chatbots and other conversational assistants into online advertising. 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