Nestlé's Blackshaw explores the future of audio advertising
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...