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New mobile ads for Toyota feature Nuance’s voice-activated technology

The Toyota Corolla. Photo taken from Toyota’s website.
The Toyota Corolla. Photo taken from Toyota’s website.

New mobile ads for the Toyota Corolla feature voice-activated technology from Nuance Communications Inc., the Burlington company known for its speech-recognition software products such as Dragon NaturallySpeaking.

As a result, consumers with smartphones can engage in a two-way conversation with the ad in a way that mimics the experience of Entune Audio, Toyota’s in-vehicle multimedia and telematics system with speech recognition. (Entune Audio is also powered by Nuance.)

The ad campaign for Toyota Motor Sales U.S.A. was developed by Millennial Media, a Baltimore-based mobile advertising and data platform.

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“Millennial Media’s new voice ads deliver on three crucial areas of importance for advertisers: driving engagement and user interaction, delivering relevant content, and creating a campaign uniquely suited for mobile,” Mollie Spilman, the firm’s executive vice president of global sales and marketing, said in a statement. “Toyota’s innovative campaign represents a landmark occasion both in mobile advertising and automotive marketing.”

This isn’t the first time that Nuance’s voice-activated technology has been used in an ad campaign. The recent “Air on the Side of Humanity” campaign from JetBlue Airways also makes use of the technology.

Nuance said its “voice ads are a strictly opt-in experience.”

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