DIRECTAD BRINGS IN NEW TYPE OF RADIO ADVERTISING
By Adnews Staff
DirectAd Broadcasting of Toronto is offering a new way of doing radio advertising using a radio transmitter that broadcasts radio programming. Advertisers can buy the unit and use it to promote their products on the FM band. DirectAd will provide them with a station that isn't already in use. Advertisers can tape up to three-minutes of advertising and can upgrade the unit to play 18 minutes. The ad will constantly replay itself. Advertisers can create their own ads, or DirectAd can create them as well. DirectAd vice-president Michael Spivack told Adnews the concept works best if there is a banner at the advertisers location or a billboard up the street that promotes the station. The broadcast radius of the transmitter is up to three and a half miles. The transmitter has been used in the U.S. for five years.