Measuring the smart speaker

The question

Every measurement convention assumes a screen. A smart speaker has none, and its ads, skills and content are heard in kitchens and living rooms, often while something else is going on.

Collect

The design paired passive signals from the device with in-home observation and short prompted surveys, defining exposure and response for audio-first interactions.

Analyze

Each definition was tested for whether it predicted the outcomes advertisers actually buy: recall, consideration and action.

Present

A measurement framework the platform could put in front of advertisers, with the tradeoffs of each metric stated plainly.