Absolute Radio's online VIP access service has now been replaced with a new Absolute account that allows listeners to stream Absolute Radio in higher-quality audio and receive a small number of targeted adverts. The station will serve targeted messages based on the geographical information listeners provided when they signed up to the account.

The new Absolute account is free to subscribers and will allow them to stream the online feed through laptops, PCs, smartphones and tablets. The station will use technology that is able to calculate the length of the advert break in the traditional transmission and then serve a mix of fewer editorial or promotional content in order to serve the targeted ads.

James Wigley, head of digital sales at Absolute Radio, said: “This big digital development takes us one step closer to being able to account and measure the cause and effect of radio advertising for our clients and agencies, while offering a more relevant ad stream for listeners online.”

MEC View

“This is certainly a step forward for the radio industry and now offers advertisers the opportunity to target geographically if they need to. However, there is still a long way to go before this form of media buying will become the norm. Although 10% of Absolute network's listeners actually listen online every week, it will only ever be an addition to a 'traditional' airtime buy as people lean towards listening via DAB radio. The proposed digital radio switchover will certainly help drive this method of targeting but Absolute will have to find a way to target listeners through DAB and digital TV as well as online if this is to be a commercially viable way of buying advertising.”