• by Steve Smith , Staff Writer @popeyesm, October 26, 2006

As media fragment into ever smaller shards, so do the ads. In the time it takes Homer Simpson to say “D’oh!,” the latest “Blinks” ad format from Clear Channel has come and gone. The two- to three-second audio spots use “sonic brands” like Homer’s vocal signature, followed by “‘The Simpsons,’ tonight on Fox,” up to twice hourly throughout a day of radio programming. Fox promoted its “House” and “Prison Break” series with high-frequency “blinks” on the days of their respective fall premieres.

The massive Clear Channel network, which boasts 110 million listeners, has already sold 280 clients on its five-second “adlet” format, a veritable ad epic compared to “Blinks.”

Says Jim Cook, vice president of creative services for Clear Channel Radio, “We don’t need or want lengthy explanations or pitches. Get the message over with and move on.” The approach works best to remind audiences of audio IDs they already know, like McDonald’s “I’m lovin’ it” jingle. Cook says Clear Channel is out to prove that despite conventional wisdom about radio promotion, “You can use the medium for branding purposes.”

Cowabunga!