Hilton Anatole DeSoto A and B
Universal McCann’s Lowery Ferguson says “the timing is perfect” for local radio stations to offer innovations like zoned advertising. As audio ad dollars move to digital platforms with the ability to geotarget and reach digital audiences, buyers like Ferguson want to see radio become more competitive. Ferguson sees that Local stations and their personalities can offer more engagement for brands than digital audio alternatives. Similarly, Terry Wardell, head of Utah-based Quantum Advertising, comes from a background in radio and founded Quantum to help advertisers make more effective use of the medium. He believes zoned advertising will make radio more competitive for advertising and more relevant for audiences. To back this up, Edison Research’s Megan Lazovick will highlight audience research about how more local content and ads indeed are more valued and engaging to audiences. Ducey will highlight recent research by BIA estimates that this new geotargeting capability could bring up to $750 million in annual incremental ad spending for broadcast radio and offer advertisers lower priced inventory with less waste by targeting their relevant geographies.
Local radio stations are now the last major local ad platform that cannot offer programming to geotargeted zones. However, there is a new solution based on cellular network technology that allows radio stations to create broadcast geotarget zones for ads, news, weather, traffic, and other types of programming. For example, a Dallas radio station could have a "Dallas" zone and a "Fort Worth" zone instead of delivering the same ad or programming to the whole market.