The popularity of audio ads is " really high " on drinks manufacturer Diageo 's agenda , according to Benjamin ##stein , the company 's head of technology in Europe . The widespread use of streaming services such as Spotify , in which users listen via earphones , offers a captive audience where only one ad can be listened to at a time , in contrast to the background noise provided by radio or wireless speakers . critics said Diageo sees the use of advertising as interactive , but concerns include a lack of support from agencies and the difficulties of viewing audiences .
The development of audio ads is "really high" on drinks manufacturer Diageo's agenda, according to Benjamin Lickfett, the company's head of technology in Europe. The widespread use of streaming services such as Spotify, in which users listen via earphones, offers a captive audience where only one ad can be listened to at a time, in contrast to the background noise provided by radio or wireless speakers. Lickfett said Diageo sees the future of voice as interactive, but headwinds include a lack of support from agencies and the difficulties of measuring audiences.