Local Radio Revenues Will Grow with Geo-Targeted Ads
|RADIO ONLINE | Monday, March 23, 2020|
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
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