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The Ability To Locally Target Radio Advertising is Coming

GeoBroadcast Solutions deploys and is focusing on Geo-Targeting of RBDS text advertising and messaging, along with HD Radio text and graphical advertising. This is allowed under FCC regulations and is rapidly gaining awareness.  GBS was initially formed to deliver Geo-Targeted audio based on a listener’s geographical location and has performed such tests under FCC special authorizations.  These tests include Salt Lake City, Utah in mountainous terrain (with KDUT in 2010), in Sebring, Florida in flat terrain (with WWOJ in 2011), and in Milwaukee, Wisconsin in an urban mobile environment (with WIIL in 2016). (Read more) In each instance the test results and recorded audio have been submitted to the FCC by the respective broadcaster, and has received outstanding industry support.  BUT THAT’S JUST THE BEGINNING! There is now a Notice of Proposed Rule Making (NPRM) with the FCC which would allow full time Geo-Targeted operation of the main channel audio channel to listeners. When passed, this will change the game; allowing radio to regain its place as the hyperlocal choice for advertisers.

 
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Over-the-Air broadcast from a single transmitter location does not allow Geo-Targeting or Geo-Fencing  of local content- without multiple cell site transmission points found in MaxxCasting™️ and ZoneCasting™️ systems. Geo-Fencing is a form of Geo-Targeting that sets a perimeter around a location and sets advertisements in the area.

A ZoneCasting™️ “Zone” is simply a collection of MaxxCasting™️ cell sites broadcasting localized content. Today. By utilizing our technology, localized content such as hyper-local text advertising and other messaging such as micro traffic reports are possible on existing radio screens without the need for interaction by the user. And, MaxxCasting’s™️ text and display capabilities are compatible with all GPS and navigation systems. Regardless of our good intentions, the reality is that people do look at their screens while driving. According to an HD Radio Campaign Effect Study, conducted by Nielsen for HD Radio, Q3 2016, 60% of drivers frequently look at the display screen when radio is playing.  And more recently in August, 2018 an Edison Research study reported that 63% of respondents indicated that they have text display capabilities on their car radio display.

Introducting Geo-Targeting for RadioPDF.

 
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