Nestle's Blackshaw explores the future of audio advertising

This event report outlines how Nestlé, the food group, is exploring the future of audio advertising through partnerships with streaming platforms like Spotify.

Nestlé's Blackshaw explores the future of audio advertising

Stephen WhitesideWarc

For decades, radio advertising was perceived as a low-cost alternative to splashy, expensive spots on television.

But Pete Blackshaw - the Global Head/Digital & Social Media at food group Nestlé - believes the emerging generation of audio-streaming platforms, a group led by services such as Spotify and Pandora, now provide brands with a profound opportunity to reach, and actively engage, consumers.

"I think we're moving from advertising to 'moodvertising', where we can leverage the context of the mood - of the consumer feeling, of the context, of the moment...

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