Clear Channel Brings In-Context Advertising To Broadcast Radio
January 14, 2010 at 7:59 AM (PT)
CLEAR CHANNEL RADIO is rolling out the ability to automatically and reliably insert any length of audio spot immediately after specific programming or commercial spots based entirely on content.
Called "contextual advertising" or "semantic advertising," the ability has previously been available only to Internet advertisers based on text content and is credited as a major driver of the Internet growth and success. In preliminary operation for the past year, the proprietary CLEAR CHANNEL RADIO service is now available to all national advertisers. Test campaigns for major national advertisers VISA, GEICO and WAL-MART, produced outstanding results for the advertisers.
"This goes to show that not all advertising innovation is happening online," said GARTNER Advertising Technology Analyst VP ANDREW FRANK. "Well-established channels such as radio are also fully capable of using technology creatively to improve the value and relevance of their content to advertisers and consumers."
"We just leveled a very lucrative playing field," said CLEAR CHANNEL RADIO Pres./CEO JOHN HOGAN. "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: OMD for VISA, HORIZON MEDIA for GEICO, and MEDIAVEST for WAL-MART."