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?