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Clear Channel Radio is rolling out a proprietary system that allows advertisers to more precisely place units against programming content or other ads.
Three advertisers — Visa, Geico and Walmart — have tested the technology, which works much like Internet ad insertion systems.
While the practice of placing ads against content isn’t new, Clear Channel’s new system shortens the lead time for advertisers and provides more precise customization.
“We could do this manually, but this allows us to price a campaign in moments, get the campaign on the air in days, rather than weeks and minimize the risk of errors,” said Jeff Howard, president of Clear Channel Radio Sales.
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