Say It Now (SIN), a UK-based adtech firm specialising in voice commerce, has signed an exclusive two-year agreement with Havas Media Group (HMG) to act as the group’s partner in voice commerce in Canada.

Say It Now’s Actionable Audio Ads are placed in-stream, encouraging users to engage with smart speakers like Alexa or Google Assistant as part of the goals of an audio campaign. While a major goal will be converting customers who make purchases using voice commands, those goals can also include lead generation through consumers requesting more information about a product, or simply an engaging brand experience.

Havas will become the agent for Actionable Audio Ads across platforms (which, outside of pure-play audio platforms, also included connected TV and out-of-home), while Say It Now grows the creative capacity of Actionable Ads, benefitting from Havas’ creative, media and investment offerings. Havas will now be able to implement voice-enabled marketing campaigns and develop strategies for clients in this rapidly evolving audio space.

“We are constantly searching for ways to further improve the media experience that we build for clients and connect them with their target audience in the most meaningful ways, wherever they are and through whatever content they consume,” says Nick Cedar, Havas Media Group Canada’s director of investments, adding that actionable audio is “an exciting development” in the way brands speak to customers.

Havas Media Canada had previously worked with North American voice tech platform GetStarted on audio ads before it was acquired by Say It Now last year.