Opus gives dotcoms high-speed ad service

Opus, the radio sales house for the GWR Group, is fighting for its share of internet ad revenue by introducing a high-speed turnaround advertising scheme for internet companies.

Opus, the radio sales house for the GWR Group, is fighting for its

share of internet ad revenue by introducing a high-speed turnaround

advertising scheme for internet companies.



The First Mover package, which launches this week, is designed for net

start-ups that are desperate to raise their profile before launching

into the market. The scheme will also support dotcoms while they work

out long-term campaign strategies.



First Mover enables dotcoms to get ad campaigns up and running on GWR

stations within 48 hours of contacting Opus. Ads will be broadcast to an

audience of 4.3 million in London, the Midlands, East Anglia and the

South-west. Opus stressed these areas all have high internet

penetration.



GWR sales director Peter Charlton explained: ’This package is designed

as a creative solution to give internet start-ups a big advantage in an

increasingly competitive environment. It enables them to advertise to

our internet-literate radio audience at short notice. Marketing is at

the heart of virtually all the successful web companies.’



He continued: ’Research into the dotcom explosion shows radio is not

picking up as much ad business from the new market as you’d expect. We

want to change that. The priority for most dotcoms is to be advertising

yesterday. First Mover provides that solution.’



The package was developed by Opus’s strategic sales planning arm, the

Ideas Factory. Mark Devlin, head of creative at Opus, will produce the

radio commercials, tailoring them to the needs of each dotcom

start-up.



Opus sells airtime and sponsorship packages across GWR’s portfolio of

analogue and digital radio stations as well as Classic FM.



GWR is the biggest commercial radio group by audience share, with ten

million listeners a week and 22 per cent of the commercial radio

audience.