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Absolute Radio to extend personalised ad service to connected TVs
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- Category: Press
- Created on Thursday, 15 March 2012 18:00
Absolute Radio is to extend its personalised ad targeting service to connected TVs, as it moves to synchronise listener profiles across multiple platforms.
It has rolled out apps across LG, Philips and Sharp connected TVs, having launched on Samsung devices earlier this year (nma.co.uk 4 January 2012).
The commercial radio broadcaster plans to integrate its personalised ad service In-stream into the TV apps, which it will do so once connected-TV take up is more established.
In-stream is designed to let advertisers run integrated ad formats, including branded content, while serving demographic- and location-based targeting. The ad service is built around its signed in consumer Accounts service, which centres on rewarding people who register by giving their details such as name, gender and age, in return for additional and exclusive content.
Once the service, already available on mobile devices and the web, extends to connected TVs, it will provide Absolute Radio with a clearer understanding of individuals' listening habits and preferences across all devices if they are logged in to their account. This will then help provide more personalised content and ad targeting opportunities.
Absolute Radio's Technology Director, Paul Brown told new media age that once In-stream is extended to the TV apps, there is huge potential around location-based advertising.
"We will keep encouraging people to log in to their accounts to listen so we can see what they are listening to and on what device," he said. "This will open up a wide gamut of possibilities for advertisers because they will be able to leverage that knowledge of which device a person is listening through and tweak campaigns to adapt accordingly in real time."
This will also include the ability to adapt campaigns to changing variables, such as weather conditions, according to Brown.
Owners of LG, Sharp, Phillips and Samsung connected TVs can listen to live streaming of all the Absolute Radio Network stations. They can switch between stations via their TV remote control and can also find out more information related to content by scanning QR codes featured within the app via smartphones and tablets. They will also have access to the Absolute Radio Rock 'N' Roll football live scores app, featuring commentary from the Barclays Premier League.
The apps also integrate with Twitter and will be extended to include other social networks, including Facebook, according to Brown.
"We very much want to create a two-way experience and will incorporate different methods of engagement and ways to tie into the studio," he said. "There's no reason we can't go further and have live video feeds into the studio and things like that. There are no limits as to what we can do within the app."
Absolute Radio worked with TV App Agency on the project.