Do "Adlets" Really Work?

By now you are asking yourself what is an “adlet?”

Let’s take the five second news tease on TV down to one or two seconds and commercialize it. That’s an  “adlet” or a “blink” as they are called. And they are headed for a radio station near you.

Clear Channel which owns 1,200 stations and is the nation’s largest radio company is now selling—get this—five second, two second and even one second “adlets.” The question posed by the prestigious Wharton School is how effective can these be? And I agree.

They can’t introduce a brand but they might keep awareness up—-that is—unless they are buried in a stack of these tiny commercial messages in a commercial pod.

Can you imagine how many of these a broadcaster could get into a five minute commercial pod? Let’s do the math. (I can see the sales manager doing this….) Hmmm….five minutes divided by as many five second commercials as we can cram in there. Oh and be sure to give the sponsor a great reach and frequency number and remind them how many spots we can give them. Never mind the listener who suddenly starts hearing so many ads they glaze over and run off the road if they’re driving!

I can hear it now….
“Cars cost less at Ben’s Chevy in Seattle.”
“The best burgers in the world at Seattle Joe’s.”
“The Mariners play tonight, tickets still available.”
“Get your snow tires at Billy Bob’s auto repair in Seattle.”
[Just repeat this with as many lines as you can for the next five minutes]

Just imagine what marketing will be like as radio adapts.