Thursday, May 23, 2013

I found this column I wrote last year and wondered if it's actually working.

Have you heard about Contextual Advertising? What a great idea from Clear Channel.

They recently announced the ability to automatically insert any length of audio spot immediately after specific programming or commercial spots based on content.

A very targeted campaign ran for Wal-Mart promoting the release of the new AC/DC album, where a spot was placed immediately following airplay of an AC/DC song on 197 stations. Another with GEICO worked a couple ways:

• Spots were placed after commercials for auto manufacturers
• Spots ran at :15 minutes after the hour in morning drive promoting "15 minutes can save you 15% on your car insurance."

This is good stuff and radio's version of product placement. Think about how you can apply this to local advertisers!

Let me know if you've made it work!