Contextual Ads We'd Like To See

Written Jan. 19, 2010 by Tom Webster in Content with 4 Comments

Clear Channel recently introduced a capability to insert radio spots after certain types of content or programming on a context-dependent basis. The ability to offer even vaguely contextual ads on radio is certainly a step forward for the medium, and Clear Channel should be applauded for doing something to raise the game. It should be noted, however, that these ads aren't targeted to listeners, per se, merely to content tags, a la Google AdWords. So there is no guarantee that a listener will find the advertising more relevant to them, but Clear Channel's early results seem positive.

Still, the example given by Ad Age somehow fails to inspire. The Wal-Mart campaign they cited involved playing spots for AC/DC's new Wal-Mart-exclusive album, "Black Ice," immediately after AC/DC songs were played. Relevant, yes, but perhaps too literal to ignite the imagination. Your intrepid Infinite Dial staff believes it can do better. Ahem:

Cascada, "Evacuate The Dancefloor," followed by a spot for Beano
Katy Perry, "Waking Up In Vegas," followed by a PSA for Alcoholics Anonymous
Lady Gaga, "Bad Romance," followed by a local spot for couples counseling
Police, "Every Breath You Take," followed by ADT Home Security Systems
Beyonce, "Single Ladies", followed by Dewey Cheatem and Howe, Divorce Attorneys (apologies to Click and Clack for that one.)
Snow Patrol, "Chasing Cars," followed by Dewey Cheatem and Howe, Accident Attorneys (shameless).
Fray, "You Found Me," followed by a Private Investigation service
Owl City, "Fireflies," brought to you by Orkin
50 Cent, "Baby By Me"...and know for sure with a $79 Paternity Test from American DNA Associates!
Jay-Z, "Young Forever," with a Plastic Surgeon sponsor (these things write themselves after a while...)
Rihanna, "Umbrella"...
Hmm. Drawing a blank.

C'mon, folks, I'm a researcher--not a comedy writer. Help me out here in the comments.

Reader Comments

Your 2¢, in chronological order — add your comment below.
1  John Nikelsky on January 19, 2010 1:24 PM

"Umbrella" ???? Welll how about a spot for Travelers Insurance? http://www.travelers.com/

2  Jay Philpott on January 21, 2010 6:49 PM

You wouldn't be able to run an authentic PSA for Alcoholics Anonymous on the air, at least not one sanctioned by the organization. The 11th tradition of AA states that the program's public relations policy is based on attraction rather than promotion.

3  Tom Webster on January 21, 2010 8:09 PM

Jay, it's my fantasy. I'll run it if I want! :)

4  Blake Lawrence on February 16, 2010 6:55 PM

"Longer" by Dan Fogelberg into the notorious and ubiquitous "Thicker and Wider" commercial.

Hey, somebody was going to go there if I didn't.

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