Tag Archives: AC/DC

Clear Channel Creates Contextual Ad Campaigns for Advertisers

One of the most attractive features of online advertising is its targetability. Literally millions of dollars get placed in search or contextual advertising. Now Clear Channel has announced a new scheduling enhancement that enables its stations to offer reliable, automatic ad placements based on the content demands of an advertiser.

Clear Channel says that the proprietary system has been in preliminary operation for the past year and is now available to all national advertisers. Test campaigns for major national advertisers VISA, GEICO and Wal-Mart, produced outstanding results for the advertisers. One of the campaigns sought to boost sales at Walmart for the new AC/DC album Black Ice. MediaVest and Clear Channel Radio devised a program where a Wal-Mart ad for the album would run immediately after an AC/DC song was played on a selection of 106 Rock AC and Album-Oriented Rock stations in 91 markets. If no AC/DC song was currently on the station’s playlist, the 30-second spot appeared after a song by a similar artist.

Wal-Mart moved 784,000 copies of the album during its first week in stores: the second-largest debut week for a new album to date in 2009, according to Billboard magazine.

OMD and Visa diverted television dollars to radio to fund its test of the system, and saw a 10% rise in short-term volume through VISA’s network compared to the same period the previous year. VISA ultimately singled out the campaign as a company-wide best practice.

Geico’s campaign ran spots at 15 after the hour telling listeners to spend 15 minutes to save 15%. No specifics on the lift that Geico enjoyed were given.

It’s hard, reading the press release, to understand whether there’s an actual technology in place here, or a simpler scheduling protocol that enables this approach. Either way, it’s a great idea to boost the effectiveness of an ad campaign by placing it near relevant content. This is the kind of innovation that the industry needs. Hats off to Clear Channel for leading the way.

Internet Radio Stations Play More Artists Than Broadcast Stations

The number of unique artists played on Internet radio stations is more than 32 times the number of unique artists played on broadcast/terrestrial radio. According to data supplied by streamSerf, a company that monitors and reports on music played on terrestrial, Internet and satellite radio stations, last month broadcast radio stations played 25,399 unique artists (US, including public radio stations) while Internet radio stations played 829,971 unique artists in the same time period!

“There is room for a more diverse, less centralized music scene in the world today – and this is being created and facilitated by technology and internet radio.” says Paul Mockenhaupt, Founder of streamSerf. streamSerf is an important tool that enables independent artists who are marketing their music on the Internet to track their success.  “streamSerf.com is the ONLY tool available for these artists to measure their efforts, track their spins, plan their tours, validate their promotional campaigns, find stations that play [similar] music, check their royalty payments, etc.”

It’s not shocking to learn that Internet radio is more diverse. There are more choices for the listener, and more determination by the stations themselves to provide alternative music to the basic cookie-cutter formats and playlists provided on broadcast radio. It is stunning to learn that Internet radio’s list of unique artists is greater than broadcast radio’s by 3600%. (It should be noted that these stats do not even include stations that stream individualized channels, such as Pandora.)

Also interesting is the list of artists that get the most plays on broadcast stations versus Internet radio stations. While some of the top ten artists are the same on either list, others are very different:

courtesy of streamSerf

courtesy of streamSerf

According to Mockenhaupt, that’s just the tip of the iceberg. He says the real story isn’t in the top 10, or even the top 1000…” it’s the new, fresh, undiscovered, local, home grown music that’s filling the internet airwaves!” Internet radio gives voice to the long tail of music, providing entry for many musicians that have never had a platform before. That, he says, is the “magic” of Internet radio…

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