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).