Media on trial - Chrysalis

Broadcaster: Chrysalis

Format: Three-second ads on LBC

At a time when we are all trying to deliver greater engagement and innovation and therefore more powerful consumer contact, the launch of three-second solus radio ads on LBC in the news and travel bulletins (blipverts) should be welcomed.

The benefits of solus radio advertising through platforms such as Newslink have been long accepted by the industry. Research shows it can generate upwards of 42% higher recall. While the blipverts on LBC are in the important news and travel segments, the key difference is in the length of messaging.

With more pressure on consumers' time, the combination of the shorter lengths and attentive programming could prove powerful.

Initial take up could be hindered by a creative issue arising from the shorter copy lengths. But this challenge could also be the spring board for media agencies, creatives and stations working closer and earlier together to create a more relevant and impactful ad. Rather than be scared off, information-rich advertisers such as financial clients could use the blipvert as a supplement to a traditional campaign.

Chrysalis has a responsibility to manage the volume of these blipverts so its raison d'etre is not diluted by volume and repetition. Research will be crucial in understanding the levels of engagement, stand out and, crucially, the effect it will have on consumers.

- Review by Patrick Whitnall, group head of Out Of Home, Starcom Mediavest.

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