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. "The challenge for us was how do we get people into our stores and make them want more than just a drink when they come in," said Mr Lickfett.http://www.cbc.ca/news/@@
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.