Improving search and advertising are the next frontiers for voice-activated devices

Lisa Lacy is a reporter who covers digital and search marketing. Despite millions of orders for voice enabled devices, vendors have yet to map the uncharted territory of voice enabled search and advertising. Indeed, as voice search expands -- to the tune of 50 percent of all searches by 2020 (according to some estimates) -- so, too, do opportunities for platforms to cash in beyond products and services. In fact, in an earnings call last year, Google acknowledged voice search will drive industry-wide change, but it did not detail its plans. These devices are already in a massive (and growing) number of American homes.Amazon's Black Friday weekend sales saw millions of orders for voice-enabled devices that could help generate $10 billion in additional revenue by 2020, split evenly between device sales and shopping, according to investment bank RBC Capital.