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Clear Channel Radio is rolling out a new proprietary ad insertion system that allows advertisers to more precisely place ads against programming content or other ads. Three advertisers, Visa, Geico and Wal-Mart, have tested the system, which works much like Internet ad insertion systems.
While the practice of placing advertising against content isn’t new, the system that Clear Channel created shortens the lead-time for the advertiser and provides for 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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