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Absolute Radio extends personalised ad targeting to Kindle Fire HD tablets


By Jessica Davies, News Editor

February 6, 2013 | 2 min read

Absolute Radio is extending its personalised ad targeting service InStream to Amazon’s Kindle Fire HD tablets.

The move means advertisers can run demographic and location-based ad targeting via the radio broadcaster’s app on the Kindle Fire HD platform for the first time.

The commercial radio network launched the personalised ad targeting service last year as part of its Accounts strategy, which centres on rewarding people who register and share more data in return for additional content and fewer, better targeted ads.

Brands including Orange, Mastercard, Microsoft, Volkswagon and Sky are among those using the InStream service, which gives advertisers the opportunity to run integrated ad formats including branded content.

Listeners can access all Absolute Radio stations including Absolute 70s; 80s; 90s, and Classic Rock via the app, along with over 20,000 free podcasts. The app also incorporates the radio network’s YouTube station so listeners can watch interviews with artists, celebrities and presenters.

Meanwhile listeners can also download or share music and buy gig tickets via the Absolute Radio ticket store within the app.

Those who download the app can interact with the Absolute Radio studio via the app either by calling, SMS, email and AudioBoo as well as via Facebook and Twitter plug-ins.

The radio broadcaster has notched up 968,000 registered users since it launched its Accounts holders drive a year ago.

Absolute Radio’s technology director, Paul Brown said it will continue to seek out new, popular devices to further grow its Accounts database. “We’re constantly watching to see which of the latest devices are suitable for us to extend to, and the Kindle Fire is an important step in that process.

“InStream is hugely important to us and the main driver behind our digital strategy. It’s important for us to have logged-in listeners across different platforms and they benefit from having a more tailored ad and content experience, and we benefit from having that engagement. It’s a win-win,” he said.

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