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. 

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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.”

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