A mobile ad unit lets users interact with brands by speaking to their mobile device, in much the same way that they use Apple's Siri voice-activated interface. That offers both a fun ad format and a chance to measure engagement more effectively, says Nuance Communications ad chief Mike McSherry. "Siri created an industry. People play with it. It's witty. Why not give these same sorts of tools to ad agencies?" asks McSherry.

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