VW and Microsoft Office 365 sign up for Absolute Radio's InStream advertising

Volkswagen, the car marque, and Microsoft's cloud-based software Office 365 are the first advertisers to use Absolute Radio's targeted InStream advertising.

Absolute Radio: signs up first clients for its targeted advertising service
Absolute Radio: signs up first clients for its targeted advertising service

The radio operator's targeted advertising launched yesterday (28 February) and allows brands to target their radio advertising to listeners who are tuning into the station online by age, gender and geographical region.

The Microsoft Office 365 ad was made by Weborama, with media planning and buying by Universal McCann. The VW ad was made by Tribal DDB, with media planning and buying by MediaCom.

Absolute Radio claims more than 176,000 people have signed up to its Absolute Radio account and, in return for providing Absolute Radio with their details, they receive targeted advertising and special benefits.

James Wigley, director of digital sales at Absolute Radio, said: "InStream is just one of the ways we're setting out to redefine radio by bringing the benefits of the internet to a traditional medium.

"It's hugely exciting to be able to offer a more targeted, creative form of advertising to a loyal listenership, and to have the support of such strong brands that pride themselves on innovation."

The launch of InStream advertising is part of Absolute Radio's push to innovate digitally.

Absolute Radio this week joined the board of Digital Radio UK, the body charged with reading the country for digital switchover.

Follow Maisie McCabe on Twitter @MaisieMcCabe

Have your say...

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Media Week Jobs
Search for more media jobs

Latest

Google takes over Silicon Roundabout

Google takes over Silicon Roundabout

Google has launched a digital outdoor campaign at Silicon Roundabout in Old Street, London, featuring practical information for locals.

Share
Vax in seven-figure C4 sponsorship deal

Vax in seven-figure C4 sponsorship deal

Vax, the floor care brand, has signed a seven-figure sponsorship deal with Channel 4, for which it has created idents starring Miranda Hart.

Share
AOP study confirms native ads have the power to connect

AOP study confirms native ads have the power to connect

Nearly two-thirds (59%) of consumers find native advertising interesting and informative, and a third are more likely to trust it than traditional advertising, according to a new report.

Share

Get news by email