Clear Channel Radio to Introduce Five Second 'Ad-lets'
Finding success with its Less is More, shorter form commercial break strategy, Clear Channel will introduce "ad-lets," five second radio spots to compliment their shorter, :30's and :15's. Clear Channel has been in discussion with an undisclosed agency about the short ad units which, like the five second television Cadillac commercials, will either be a novelty or a viable, long term ad unit. Let's just hope radio doesn't become a quick-cut, ADD-style barrage of micro-ads likely to drive some insane while they attempt to keep up with the pace.
For all of the marketing mistakes (see: OnStar billboard campaign) that GM makes, they sure are trend setters. Think about it -- we're programmed to ignore the 30 and 60 second spots. Much like Pavlov's dog, when we hear the end of the 25 second ad and the subsequent 5 second ad begins our ears (if not our minds) perk up. Change is good, advertisers need to learn this (see recent lame Gap ads for proof).
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