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One Second Radio Ads – Audio Branding In A Blink

From AdAge:
BACKGROUND: Clear Channel, the country’s largest operator of radio stations, is discussing the idea of one-second radio spots with marketers and media buyers. Called “Blinks,” the new format is being promoted as something that could be used between music tracks by, say, McDonald’s to play part of its “I’m lovin’ it” jingle or Intel to play its chime or NBC for its bells between music tracks. Clear Channel VP-Creative Jim Cook says the one-second format is part of an effort “to find new uses of radio for advertisers who are continually asking us to demonstrate that our medium can successfully extend brands, can successfully reach the consumer with touchpoints that are new and surprising.” Critics suggest the format is likely to fit a very small number of advertisers and is too restrictive for meaningful creative. What do you think?

I think it’s a natural evolution. Everything has been moving to smaller, faster, cheaper, better. The human mind/ear can discern and recognize melodic fragments, textures, harmonies in a millisecond. And as the article suggest, it’s probably best suited for marketers who have already had media exposure to their audio mnemonics such as NBC or Intel or McDonalds.

I’d love to work on one of these if anyone wants to try it out. I’ve done some short audio mnenonics for HP in the past that were never sold through. Anyone?

Andrew Ingkavet is a composer with over 2 decades experience creating music for film, theater, advertising and new media.

By ingkavet

Andrew Ingkavet is an educator, author and entrepreneur.
His belief that learning a musical instrument builds skills vital to success in life has led to a thriving music school in Brooklyn, NY. Internationally, Andrew helps music teachers with the Musicolor Method, an online curriculum/training as well as a 5 star-rated book,The Game of Practice: with 53 Tips to Make Practice Fun. He is also founder of 300 Monks, a music licensing company.

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