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Ellen Hammett 

RAB launches iPhone app for ad creatives

RAB launches iPhone app for ad creatives

The Radio Advertising Bureau (RAB) has announced the launch of an iPhone app which will allow advertising creatives to produce 'demo' radio ads on their smartphone.

The Aerials EarApp, which is free to download, will allow users to record and time radio scripts, add sound effects and share ads via email from their mobile devices.

Developed in partnership with Eardrum Australia, the app aims to support the RAB's monthly Aerial Awards, an initiative launched as part of the RAB's creativity programme to recognise and reward the best of British radio advertising.

The Aerial Awards website will also be re-launched in an effort to make it easier to navigate and discover new content, as well as hear details of previous Aerial Award winners.

"Agencies often identify presenting radio scripts as a challenge," said Clare Bowen, head of creative development at the RAB.

"We hope that the Aerials EarApp will provide a fun way for creatives to play with their radio ideas and even demo them for pitches or presentations. The Aerials Earapp provides a fun way for teams to explore, share and engage with audio advertising ideas."

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