Absolute Radio on demand – is in demand

30 Jan

We are intently watching how Absolute Radio are developing their radio products and strangely these are starting to follow a model more similar to Spotify and radio on demand services than radio…

Absolute are imminently going to be offering in stream audio adverts thanks to a partnership with an innovative European Ad measurement and distribution service.

What this service will do is enable Absolute to utilise the razor sharp targeting technologies that Spotify uses within its advertising provision. This means that the advertiser can access a location based targeting mix with the usual gender and demographic audience manipulation (but on a much more accurate scale). Initially this will be for listeners using the Absolute radio app and also listeners who sign up to listen to Absolute’s high quality audio streaming.

All very clever!

It seems that Absolute are reversing the model where Spotify mimics the workings of radio, and Absolute Radio is starting to mimic some of the workings of Spotify and the other Radio On Demand services like Pandora, We7 etc.

For more insights on the radio industry, and the exciting world of in stream audio ads and or if you just fancy a chat please give us a call or email.

Tim Cowland is a Founder Partner at Radio Experts, a London based specialist radio advertising agency.  tim.cowland@radioexperts.co.uk. @timcradioexpert

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