Local Radio Revenues Will Grow with Geo-Targeted Ads

RADIO ONLINE | Monday, March 23, 2020 | 7:50pm CT

BIA Advisory Services

According to a recently released joint study by BIA Advisory Services and Advertiser Perceptions, more than 90 percent of local retailers and two-thirds of national advertisers are poised to put more money into FM radio when geo-targeting becomes available. With the roll-out of ATSC 3.0 or NextGen TV, local radio is the last major local ad platform that currently can't offer any geo-targeting. Earlier this month GeoBroadcast Solutions filed a petition with the FCC seeking a rule change that would permit radio broadcasters to air geo-targeted programming.

To help learn what Main Street businesses and Madison Avenue agencies and brands are thinking about geo-targeting and local radio, both BIA and Advertiser Perceptions will hold a webinar discussion on geo-targeted advertising and local radio on Tuesday, March 24 at 2pm.

Topics that will be covered during the webinar:

• The importance of national and local radio in the media mix and how ZoneCasting affects this.

• The complementary roles of geographic vs 1-to-1 targeting.

• How brands like P&G and Adidas balanced advertising that may be over-targeted • How advertisers must adapt their targeting strategies in a cookie-less future.

• Precision reach over radio, i.e., being able to cume large audiences but still delivering precise messages to them.

Speakers to include:

• Kathy Doyle, EVP Local Investment, MAGNA Global

• George Leon, Chief Strategy Officer, Hawthorne Advertising

• Justin Fromm, VP, Business Intelligence, Advertiser Perceptions

• Rick Ducey, Managing Director, BIA Advisory Services

Register at https://register.gotowebinar.com/register/6744466302899295245

Fred Child Named CEO of All Classical Radio Fred Child All Classical Radio in Portland, OR has named broadcaster and arts advocate Fred Child as its next President and CEO, effective January 2. Child will relocate from New York City to take the role, succeeding Suzanne Nance, who stepped down earlier this year after a decade leading the organization. Since July, More

KTIS Names Aaron ''Toast'' Trost Creative Services Director Aaron Toast Trost 98.5 KTIS Minneapolis-St. Paul has appointed Aaron "Toast" Trost as its new Creative Services Director, with his first day set for January 19. Trost joins the Twin Cities station after two and a half years at Northwestern Media's KSLT in Rapid City, SD, where he served as both Morning Show Host and Creative More

BPM Names Maxie Jackson New Program Director Maxie Jackson Baltimore Public Media has appointed Maxie C. Jackson III as its new Program Director, overseeing content strategy and programming across WYPR-FM (88.1), WTMD-FM (89.7) and Your Public Studios. He most recently served as Executive Director of 88Nine Radio Milwaukee and previously was the first Chief Content More

Paragon Adds Geary Yonker as Sponsorship Consultant Geary Yonker Paragon has appointed long-time public radio sponsorship Sales Manager Geary Yonker as its new Sponsorship Consultant, expanding the company's efforts to support public radio outlets with strategic and hands-on revenue guidance. Yonker will work directly with Paragon's public radio clients to strengthen More

Glenn Marshall Joins WBBM Chicago as Evening Anchor Glenn Marshall Audacy appoints Emmy-nominated journalist Glenn Marshall as the new evening anchor and reporter for WBBM (Newsradio 780 AM/105.9 FM) in Chicago. "Glenn's combination of experience, authenticity and professionalism will immediately strengthen our afternoon reporting and bring a recognizable, trusted voice More

KOLA's Vic Slick To Retire After 31 Years On-Air Victor Vic Slick Corral KOLA 99.9 Riverside-San Bernardino announced that longtime air personality Victor "Vic Slick" Corral will retire on Friday, December 12 concluding a 31-year run with the station. His final afternoon show will air from 2-7pm, closing out a career that has made him one of the Inland Empire's most recognizable More