Absolute Radio redesigns mobile app to include personalised ads

Absolute Radio has undertaken a thorough overhaul of its radio app for iOS and Android, giving it a refreshed look, optimising performance on smartphones and tablets and introducing new listening informed by the time or context in which the app is opened.

This includes On-Stream ad functionality which sees Absolute Radio’s personalised ‘logged in and listening’ advertising solution introduced. Listeners who register online for this will only receive advertising which is relevant to their age, demographic, location or device – with more music played in lieu of non-relevant ads.

The app also incorporates an in-car DAB mode in cognisance of the fact that 50 per cent of all new vehicles now have DAB radio as standard. This means drivers can choose stations and tag content without taking their eyes off the road.

Other functionality includes a ‘timeline’ mode which restricts songs to those you’ve already heard; a ‘night mode’ with built-in timer, AirPlay for streaming to compatible speakers and a radio Alarm Clock which kicks in at the allotted hour with any of Absolute’s seven stations.

Paul Brown digital development director at Bauer Media Group said: “Absolute Radio continues to be at the forefront of digital innovation and our 7G app ensures that we maintain our content strategy. The aim is to create longer, more engaged listening hours as we look to build on our outstanding digital listening figures. Along with a number of major updates including ‘In-Car’ mode, the new app will also provide some excellent visual enhancements for our audience.”

It is the seventh iteration of the app, which was used by over 250,000 people in the last three months.

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