One-to-one relationship
One-to-one relationship: Online listeners who have opted in can receive targeted brand messages

Absolute Radio is to offer brands the chance to run Spotify-style personalised ads targeting listeners tuning in to the station’s online stream.

’One-to-one’ targeted audio-visual ads on internet and mobile streams will be sold to advertisers as more ’accountable and effective’ than DAB or FM spots. The service, the station adds, will also include ’active location’ based advertising.

Only listeners or ’smart streamers’, as the station calls them who have opted-in by registering on Facebook and are listeners to the station via online players, such as Absolute Radio Player and Absolute Radio’s smartphone apps, can be targeted.

Brands can also target listeners offering a full profile view. As a trade-off, ’smart streamers’ will receive higher quality audio feed.

James Wigley, Absolute Radio’s head of digital sales, says/ “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 measure the cause and effect of radio advertising for our clients and agencies while offering a more relevant ad stream for listeners online.”