Absolute Radio to launch personalised adverts
Independent radio station Absolute radio has announced it will launch personalised adverts for online listeners.
These ‘one-to-one’ adverts have been described to advertisers as more ‘accountable and effective’ than blanket advertising, with location based advertising also offered.
The service will only be available to what the station calls ‘smart steamers’ who opt-in through Facebook, how listen to the site through the Absolute Radio Player website or app. In return for using this service they will get a higher quality audio feed.
James Wigley, head of digital sales at Absolute Radio, said: “We are thrilled to be the first UK radio broadcaster to offer premium, targeted audio spot commercials in-stream; this big digital development takes us one step closer to being better able to account and measure the ’cause and effect’ of radio advertising for our clients and agencies, whilst offering a more relevant ad-stream for listeners online.”
It has been suggested that in the future the station will be able to control the exposure to adverts by building up virtual points through loyal listening habits, with rewards such as listening to an extra song from a database instead of listening to adverts.