Blinkbox calls for audio, mobile ad standardisation

Tesco-owned Blinkbox Music aims to put mobile and audio at the core of its proposition to encourage consumers to purchase items across its array of multi-channel outlets, including ecommerce and in-store sales, as it aims to lead moves to standardise such ad formats. 

tesco-blinkbox-2013-460
Tesco’s online content player eyes opportunity to link audio ads and ecommerce.

Speaking at an IAB event earlier today (13 November), Andy Dennis, head of advertising at Blinkbox Music, called for cross-industry cooperation to help standardise audio ad formats that can perform across the major mobile platforms.

“Mobile is at the core of our business, as users use their mobiles more and more,” he said, adding Blinkbox Music aims to use its membership of the recently-formed IAB Audio Council to help bring about a cross-industry agreements to implement any such standards.

During the event, Dennis also told attendees the retailer aims to use the online music service – which launched in beta June this year – to help drive sales of its digital content, services, as well as drive sales of FMCG items, in its stores.

This ambition is also at the core of Tesco’s strategy of launching a range of own-branded consumer electronic devices, such as this year’s launch of the Android-powered Huddle device

He added: “Entertainment, FMCG and retail brands made up the top three spenders in mobile advertising last year [according to IAB stats] this puts us in a good position to be. 

“Consumption has changed, the way consumers shop online has changed and we are trying to remain relevant to our customers’ lives.”

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here