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.

• 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