Campaign | Amazon and Google use Super Bowl to do battle over voice assistants

By: Lauren Smartt

5th February 2020

Amazon and Google both used very different approaches at this year’s Super Bowl, but both chose to focus on voice assistants for their most high-profile ad campaign of the year.

Some of the world’s biggest tech companies are now among the globe’s biggest advertisers. One of them, Amazon, has now leapfrogged FMCG giants Procter & Gamble and Unilever to become the biggest, as Campaign revealed today.

But what can we learn about the brand messaging that Amazon, Facebook, Google, TikTok and Microsoft chose to employ for their Super Bowl ads this year?

Our head of strategic services, David Coombs, speaks to Campaign about why the brands chose to use Super Bowl’s super expensive ad slot to promote their voice assistants and what it means for the voice assistant industry…and consumers.