Virgin Radio launches ‘instant ads’ scheme

Scottish Media Group (SMG)-owned national commercial station Virgin Radio is planning to compete with print advertising with the launch of a quick-turnaround initiative that allows advertisers to run campaigns on the station within three hours of handing in a brief.

Live Advertising will launch on the station later this month and electrical retailer Dixons has signed up as the initiative’s first client. The chain will use Live Advertising to promote short-term deals and products of the week, which would usually be advertised in newspapers.

The initiative is part of the station’s Access All Areas scheme, which offers advertisers the opportunity to get involved with the station’s content. The campaigns will be developed in house by Virgin’s sales and production teams.

Virgin Radio sales director Lee Roberts says the scheme will offer advertisers, such as high street retailers, the same flexibility and short lead-time that they get from newspapers.

Last year, SMG launched a cross-platform sales team called SMG Access. The team, led by Virgin’s former commercial director Kathryn Jacob, sells packages across Virgin Radio, Grampian and Scottish TV, cinema advertising company Pearl & Dean and outdoor business Primesite (MW September 4, 2003).

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here