Not every marketing activity needs directly measurable ROI. Most branding tactics have never had clear ROI. But they're still important.

Early voice-enabled ads like Unilever’s AXE ad on Spotify hint at the wide open space for a new, frictionless way to access sponsored content or helpful information from a brand.

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Spotify’s feature, which debuts today, will only work if the person listening has their microphone enabled, the company says. A listener saying “Play now” when prompted by a specific AXE audio commercial from Unilever will cause the streaming service to play a curated playlist from the brand (which come with commercials). Afterward, the mic is turned off, Spotify says. -AdAge, "Spotify debuts voice-enabled audio ads with Unilever"

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