Hey, Advertisement: Can We Talk?

In online advertising lingo, the acronym CPC refers to "cost per click"--the amount an advertiser pays whenever someone clicks on an ad. If voice-recognition technology company Nuance gets its way, though, it could soon have an additional meaning: "cost per conversation." Nuance is today announcing Voice Ads, a platform that will let companies create ads that people can talk to on smartphones and tablets. Mike McSherry, vice president of advertising and content at Nuance, says these could range from car ads that let you ask questions about the vehicle shown to ads for a sports network that allow you to get information about who won last night's game or what time tonight's game starts. The company has lined up partnerships with several ad agencies including Digitas, OMD, and Leo Burnett, as well as with mobile ad distribution networks JumpTap, Millennial Media, and Ad Marvel.