INTERACTIVE;NETRADIO PLAYS NEW AD FORMATS;WEB PROGRAMMER GOES PAST BANNERS WITH AUDIO SPOTS, IBM PARTNERSHIP

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Online radio provider NetRadio Network soon expects to announce deals with marketing partners that will pay users to listen to and view online ads.

The technology, developed with IBM Corp., could create electronic credits-25 cents per ad, for example-that could help users pay for online services such as America Online or be directly deposited into bank accounts.

FOUR PROGRAMMING FORMATS

The initiative is just one of several new advertising opportunities from NetRadio, a nine-month-old Minneapolis company offering Web audio programming in four formats: vintage rock, classical, new country and emerging artists (http://www.netradio.net).

Current sponsors include IBM; Microsoft Corp.; NordicTrack; 3M's new data storage brand, Imation; and NetGuide.

The company will soon offer advertisers the ability to combine graphic banner ads with audio clips. It also will begin offering downloadable coupons this month, once a retailer is selected to participate.

`MUSIC IS THE BAIT'

The coupons "will be a lot more efficient than an FSI," said Tom Harold, NetRadio exec VP. "Music is the bait; we're a great traffic-builder."

Current rates are $20 to $50 per thousand impressions for banner ads and $200 per radio spot.

NetRadio also linked last month with its first established audio programmer, Minneapolis-based children's network Radio AAHS, which will offer programming starting July 15.

"This is branding for Radio AHHS," said Chris Dahl, president-CEO of Children's Broadcasting Corp., creator of Radio AHHS, now on 30 radio stations nationwide and 30 more abroad.

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