Bauer in talks over potential extension of Absolute Radio ad targeting product InStream to wider portfolio

Absolute Radio is in talks with its parent group Bauer over the potential for rolling out its registered-listener model and accompanying ad targeting product InStream elsewhere in its portfolio.

The commercial radio network, which was bought by Bauer last year for £22m, has overhauled its website to focus on building its registered listeners, which currently comprise 60 per cent of its overall listener base.

Registered listeners receive both additional and exclusive audio content, along with fewer but more personally targeted advertising and branded content experiences.

Speaking to The Drum, Bauer Media’s digital product director Anthony Abbott said the group is in discussions over a potential rollout of the InStream targeted ad service and accompanying registered-listener model across other areas of its radio portfolio, which includes Magic and Kiss radio stations.

"We are talking with the wider business about extending it, and there is a real keenness to explore that, so there will be more on that at a later date. There is a definite belief that there is a strong future for digital audio and that Bauer is fantastically positioned as a media owner to take advantage of that; we just need to work out what that opportunity looks like," he said.

The new website, which was designed and developed in-house, also has a new competitions section, which offers branded content partners valuable user insight and listener data gleaned from its Smart Competitions hub.

Absolute Radio claims that its InStream product, which incorporates demographic and location targeting, generates twice the unprompted awareness compared to radio airtime (61 per cent versus 32 per cent), while average click-through rate of accompanying InStream ads are five times higher than the average for digital display ads.

Orange, Mastercard, Microsoft, Volkswagen and Sky have been among the advertisers to use the InStream service.

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis

Join us, it’s free.

Want to read this article and others just like it? All you need to do is become a member of The Drum. Basic membership is quick, free and you will be able to receive daily news updates.