GeoBroadcast Solutions has invented a new piece of technology that has stations across the U.S. signing up for trial periods. The tech is called ZoneCasting, which is just another way of Geo-targeting. If you’ve ever used geo-fencing on items such as social media to make your post or ad hit a specific type of person, this is pretty much the same thing. As GEO Broadcast Solutions (GBS) describes it: “For example, a New York City radio station, which typically reaches the tri-state area along with all of Long Island, could provide critical weather updates solely to parts of New Jersey.” They say the tech “works by using single frequency network transmitters like those used by mobile phone carriers.”
Still confused? I was as well, so I did more research, and now you don’t have to! Here we go with more explanation…Geo-fencing allows you to cast a type of internet web of sorts around a location. That perimeter will see your ad, or post, more than any other location, right? ZoneCasting does the same, only it uses FM booster stations operating on the same channel as their original signal to get that message where they want it directed.
The FCC, recently, started to allow the use of FM boosters for three minutes per hour, so this tech is allowed under FCC regulations. Tests have been conducted in Salt Lake City, Utah, Sebring, Florida, and Miwaukee, Wisconsin. These states have different types of terrain, which they sampled in order to find out if this technology would be applicable in all parts of the country. However, there is still a petition for a Notice of Proposed Rule Making which could “allow full time Geo-Targeted operation of the main channel audio channel to listeners.” Instead of using the one tower for your station, you could use this technology to boost your listenership by using this technology.
So, what’s the drawback?
Some are concerned there would be interference from multiple signals out there. One question is, how easy would it be to hack the signal using ZoneCasting? Also, if you are a smaller station, a larger station could impact your listening area and blow your station out of the water.
The plus side is with sales. A sales rep could use this, much like you would with website and social media ads, to target audiences, which would entice a lot more buyers. GBS is, also, discussing using this on your car dashboard. Your radio screen in your car could now tell you details about a specific ad or promotion. The obvious problem here is this is a monumental distraction for the driver.
According to GBS, 12 stations in 9 markets have already signed up to begin using ZoneCasting. Radio is changing and we must too…is this something you’d be willing to incorporate?
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