Posted by Bud on January 14, 2010 at 18:24:08:
In a press release today, Clear Channel Radio announced the ability to automatically insert an audio commercial immediately after specific content is aired. They are calling it "contextual advertising" or "semantic advertising." This is very similar to what has previously been available only to Internet advertisers (for example, Google Ads). Test campaigns for major national advertisers Geico, Walmart and Visa, produced dramatic results, according to all three advertisers.
One test campaign for Walmart made it so whenever an AC/DC song played on one of Clear Channel's rock stations, an ad for Walmart's exclusive release of AC/DC's "Black Ice" album would air. If no AC/DC song was being played, the 30-second spot appeared after a song by a similar-sounding artist. Walmart moved 784,000 copies of the album during its first week, making "Black Ice" the second largest album debut of last year.
Geico Insurance used the new system to promote its "save 15%" campaign by having custom 15-second ads at :15 past the hour during each hour of the important morning drive daypart (6:15am, 7:15am, 8:15am, and 9:15am). This would remind listeners that "since it's now 15 after the hour, there's no better time than now to spend the next 15 minutes saving 15% with Geico." Sometimes, stations would also air a full 60-second Geico insurance ad after the custom 15-second ad, for an additional impact. "The ability to place ads in context within a live broadcast significantly increased the value of this Geico campaign," said Lauren Russo, SVP and Managing Director for Local Audio & Promotions at Horizon Media.
John Hogan, president and CEO of Clear Channel Radio said in the statement "This system took months to perfect, Clear Channel Radio is the only one who has it, and our thanks go to the agencies and advertisers who collaborated with us to achieve this important milestone."