Payments firms are exploring sound box advertisements as a new avenue for audio advertisements. With the rise of digital payments and mobile wallets, companies like Paytm and PhonePe are looking for innovative ways to reach consumers. Sound boxes placed in shops, restaurants, and other public spaces offer a unique opportunity to play targeted audio ads. Marketers are excited about this new channel for advertising, as it allows them to engage with consumers in a creative and attention-grabbing way. By leveraging sound box ads, payments firms can not only increase brand visibility but also monetize their platforms through advertising partnerships.