Absolute opts for iAds for Rock N Roll Football push

Absolute Radio's has launched a four-month mobile campaign on Apple's iAd platform, as latest research suggests mobile advertising will experience eight-fold growth over the next five years.

The iAd platform, which launched in the US in July 2010 and in the UK last month, delivers targeted, rich-media ads to iPhone 4 and iPod Touch users, which allow readers to stay within an app while engaging with an advert.

Absolute Radio's campaign to support its football offering, 'Rock N Roll Football', was the exclusive European radio and entertainment brand to launch on the platform. The campaign was created by advertising agency Albion.

The campaign breaks as a report to be published by Enders Analysis this week is expected to predict spending on mobile in the UK will grow from £46m in 2009, to £419m by 2015, an increase of 810%.

The Absolute Radio iAd campaign offers interactive features and games, including 'Where's Wrighty?' which asks users to find Absolute presenter and former Arsenal footballer Ian Wright.

Clive Dickens, chief operating officer at Absolute Radio, said: "Absolute Radio has digital at its core and our mobile 'Rock N Roll Football' campaign on the Apple iAd platform sums up our commitment to be at the forefront of creative technology."

The Absolute Radio ads will run on UK apps that have enabled the platform, such as the offerings from TV Guide and sports broadcaster ESPN. Apple has claimed that engagement times for iAds average more than 60 seconds a visit.

As part of its football offering, Absolute Radio has launched the free 'Rock N Roll Football' Live Scores iPhone app, which delivers real-time access to the latest scores and live commentary.

Absolute Radio secured the rights to broadcast live commentary from the Barclays Premier League for the first time in February last year, when it won the rights to one of the two packages for Saturday games kicking off at 3pm.

The rights to broadcast two games a week are held by the UTV-owned TalkSport, and the rights for the further four games are held by the BBC.

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