• by Erik Sass , December 10, 2008

In a first for HD digital radio, Clear Channel Radio said it has signed up Verizon as a national sponsor for HD2 multicasts at 21 big stations around the country. The wireless giant is getting its own marquee placement with a takeover of the entire channel, featuring blocks of songs and artist interviews between Verizon brand messages.

The Verizon promotion is being carried by Clear Channel stations in the top DMAs, including WHTZ-FM in New York, KIIS-FM in LA, WKSC-FM in Chicago, WKLS-FM in Atlanta, WIOQ-FM in Philadelphia, KHMX-FM in Houston, and WXKS-FM in Boston.

The deal also covers online streaming programming from the same 21 stations. In addition to the audio messaging, the online promotion features display advertising that coincides with the audio content.

Over the last couple of years, Clear Channel has helped a number of advertisers execute multiplatform campaigns covering radio airplay, mobile service, and station Web sites. The company has also pioneered unorthodox radio ad formats, including full-day station takeovers for NBC's fall lineup in September 2007, to help advertisers break through ad clutter. A number of traditional media in addition to radio have also toyed with the idea of single sponsorship, including magazines and TV.