Virgin Radio will use Accipiter’s AdManager program for targeted online advertising during the Isle of Wright music festival.

Virgin Radio has set up an additional radio station on the island and will deliver targeted messages to listeners who have visited the company’s web site. Messages will be based on postal codes.

“We had used Accipiter’s ad management technology for numerous other campaigns over the past five years,” said James Cridland, managing editor of new media, Virgin Radio, in a statement. “The integration and implementation were both very simple and allowed us to get the Isle of Wight campaign up and running quickly and cost effectively. As the world’s most listened-to online radio station, we welcome the chance to communicate to individual sections of our audience in this way.”