"Blink Advertising"-Will it work for Tulsa?

[spirit1023dj]

Advertising Age says Clear Channel is in discussions with marketers, trying to sell one-second radio spots. They’re calling them “blinks.” If you’re a Max Headroom fan, you will recall that an episode turned on the introduction of “blipverts“, a similar concept which had the unfortunate side effect of making some viewers’ heads explode.

Blinks would probably not have the same lethal qualities. Unlike current advertising, you would not have 30 commercials in a single 30-second block. Clear Channel demoed the concept with a commercial for the Mini Cooper.

Honk! Honk!
Announcer: (whispers) Mini.

There was another demo with the McDonald’s jingle. They slipped them in between songs. The effect is more like product placement than like an actual commerical. It was suggested that the Intel Chime would be a good candidate for a blink.


What's your take? Could this work in a market like Tulsa?

[GaryTheThompson]

I think if it works anywhere at all, it will also work in Tulsa.

Consumer behavior is pretty much the same across the board when it comes to ad recall from what I've heard.

[JournalGuy]

We have got to get away from 60's.  30's and 15's could do the same thing. 
A client that has a recognizable sound signature could run that.  (Like the old NBC chime.)

Some stations in Tulsa and OKC run 14 to 16 units per hour.  That is too many especially for music stations.

Now how do we get the advertisers to start using 30s???

GTT-yes, Tulsa would be a great test market. 

[Radio55]

Getting advertisers to use only 30s might be a tough sell.  Car ads are 60s, concert ads are 60s, etc., etc.  Look on your log and see the number of 60s vs. 30s.  60's win.  Some stations sell in "units" rather than "length" so a 60 costs the same as a 30, so why should an advertiser change.  It's been some time since I heard about the unit approach in selling spots so maybe it isn't done as much now.  I really don't know why a station would do that (sell in units).  Really, selling is all about accomodating the client, finding something for them to buy so they will spend their ad money on your station.  If you wanted to test the blink approach, you could start selling five second spots.  Something brand driven, no music, just punch!   "North, south, east and western wear....Drysdales!"  "No money down on your next car at XYZ Motors, Tulsa!"   Something like that.  If they had a really punchy jingle, that could work.  But most should probably be dry voice to stand out.  I think the key would be to separate the spots.  Put them in the front of the stopset (after the promo if you run one) or at the end.  More bang that way.  But you would have to tell your traffic department to schedule them accordingly.  The last thing you would want is a half-dozen five second spots running back to back (Bet it would happen, though!).  It's nothing new, just a new name.  Short spots have been around forever.  Just like everything else in radio :-)   Thoughts, anyone?