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Promotional ideas and technique. Always radio, always positive.

LBC ad campaign uses real time dynamic video

Global’s team at Leicester Square has launched a powerful new advertising campaign for LBC that uses technology in a highly innovative way, cutting the turnaround time for creating and delivering video advertising from weeks to hours.

The impactful campaign reflects the essence and energy of LBC and the stories it breaks. It includes three 30 second brand ads and a series of reactive ads. LBC aims to puts listeners at the heart of its programmes, giving them a platform to express their views and challenge senior political figures.

No waiting around …

In a true media first, when a major story breaks on LBC, the reactive ads will be created and pushed live in four hours, making use of technology that has previously only been deployed by online gambling companies for live odds.

Clips from the on air broadcast will be used to bring the story to life including reaction and commentary from listeners and leaders alike. To make this possible, for the first time ever, the video advertising platform Videology has cut its two day turnaround time to just two hours so that the reactive ads will be live as the news story is generating headlines.

Digital cookie targeting will be used to target users who frequently watch video on news sites such as The Telegraph online.​

The ads feature clips from LBC with presenters Nick Ferrari, James O’Brien, Iain Dale and Shelagh Fogarty in the thick of their shows.  The campaign will run for six months. The ads are being created by HOW NOW Creative and the media strategy has been developed by PHD.

Watch the ads right here…

Brand ads

Reactive ads

Jonathan Jacob is Content Solutions Group Head at Global Media and Entertainment with varied experience across commercial radio S&P, events, marketing and PR. He was listed in the inaugural Radio Academy 30 under 30, is a Student Radio Awards judging coordinator and sat on the Events Committee for The Radio Academy. Views are personal.