Harris Tests 'ZoneCasting' For Radio
Harris Corp. has partnered with Geo-Broadcast Solutions to introduce a new broadcast radio product that can target audiences more precisely, down to the neighborhood level.
The
“ZoneCasting” technology allows radio advertisers to deliver ad messages to many specific, defined zones across a single broadcast market, offering an extra level of geographic precision
that could help attract more local businesses to radio.
ZoneCasting, created by GBS and supplied exclusively by Harris, will undergo its first commercial test this fall at WRMF-FM,
serving Miami-Ft. Lauderdale and southeast Florida. The system relies on a network of low-power FM transmitters and simulcasting technology to deliver varying content to hyper-local target areas in a
synchronized fashion.
Harris and GBS say ZoneCasting’s precision will help radio compete with digital media, by offering improved targeting while also increasing affordability
for smaller businesses.
Richard Redmond, vice president of product management and strategy, transmission systems for Harris Broadcast Communications, stated: “This is not about investing
in a new studio or transmitter with the hopes it will improve ratings or revenue. This is about helping broadcasters become more competitive against a fractured marketplace.”
Radio advertising could use a shot in the arm. Total radio advertising revenues increased a modest 1% in the first half of 2012, to a total $7.89 billion, according to the Radio Advertising Bureau.
This is due, in large part, to slow growth in spot, long the mainstay of radio advertising, which was flat in the first half of the year.
Anything that spurs local advertiser interest in radio
would help raise spot revenues.
Recent MediaDailyNews Articles
-
Consumers Tag Costco, Movado As Most Promising Brands June 18, 6:09 p.m.
Costco, Cisco and Movado are the three most financially promising pure-play, publicly traded brands in the ... -
'Voice' Sings To Consistent Beat June 18, 5:57 p.m.
One of the biggest shows on broadcast television finished its spring edition pretty close to where ... -
Motorola Hires Digitas For Global Media Account June 18, 5:43 p.m.
Google-owned Motorola has appointed Publicis Groupe’s Digitas to handle global media duties, according to sources. Those ... -
'Jimmy Kimmel,' Myspace Promote Musicians June 18, 2:56 p.m.
Select artists that appear on TV late-night show “Jimmy Kimmel Live” will get to perform an ... -
W+K Amsterdam's Heineken Ad Wins Cannes Lions Grand Prix, Creative June 18, 11:31 a.m.
A Heineken ad campaign from Wieden + Kennedy Amsterdam, the brand’s first global campaign effort, has ... -
Millennials Split In Attitude, Teens Less Upbeat, But Resilient June 18, 10:56 a.m.
MTV says younger U.S. millennials are a bit more pessimistic than older millennials.New millennials ages 14 ... -
Scripps Launches TV Everywhere With TWC June 17, 6:01 p.m.
Scripps Networks has a TV Everywhere deal with Time Warner Cable, allowing viewers access to on-demand ... -
Cannes Lions, Gates Foundation Partner For Global Initiative June 17, 5:51 p.m.
It sounds like a cliché from a beauty pageant, where the contestants talk about the lofty ... -
After TV, Sports Fans Up Coverage On Mobile, Social Nets June 17, 4:27 p.m.
While TV remains the No. 1 platform for sports fans, the second-screen TVs of sports -- ... -
Public Trust In Newspapers Dips Again June 17, 2:19 p.m.
In addition to their well-publicized financial woes, newspapers have a credibility problem, as Americans’ confidence in ...
Be the first to comment on "Harris Tests 'ZoneCasting' For Radio"
Leave a Comment