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Nestlé explores future of audio ads

News, 13 February 2017
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LAS VEGAS: Nestlé, the food group, believes that tapping into the power of digital audio services can help brands engage consumers using the power of "moodvertising".

Pete Blackshaw, the Global Head/Digital & Social Media at Nestlé, discussed this topic at CES 2017, an event held in Las Vegas by the Consumer Technology Association (CTA).

"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 – to deliver a unique story and emotion, tied to advertising, that we know can only have a positive impact," he said. (For more details, read Warc's free-to-access report: Nestlé's Blackshaw explores the future of audio advertising.)

"I think audio is clearly the engine of emotion. Emotion inspires; emotion motivates; emotion helps us see possibilities that we might not rationally envision … We simply need to really dissect the space and really understand: What are those moments that can be exploited?"

Building on this theme, he suggested Nestlé is at an "early stage" of exploring this terrain, but can already draw on learnings from various test programs that "about a dozen" of its brands have conducted with different audio platforms.

These efforts include introducing branded playlists on Spotify – the streaming service – for KitKat which reflect its "Have A Break" positioning, while a range of playlists from Nespresso are intended to help people start their day the right way.

On its part, Perrier has utilised a display ad unit to inject an interactive component into its audio campaign, while Hot Pockets has even linked some Spotify marketing with Sony's PlayStation gaming console, in a bid to reach a youthful demographic.

"We've been very, very encouraged with the types of things that we can do in the more digitally-, data-enabled environment that we couldn't do in the typical radio environment," said Blackshaw.

"It's a massive creative canvas. I think brand-builders need to really look at these platforms and understand where there are different mood states; where there are different moments; where there are different transition points; and, then, where do brands play an acceptable, receptive role."

Data sourced from Warc

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