Date posted: September 8, 2014
Achievement brings targeted advertising for over-the-air radio broadcasters one major step closer to reality
GeoBroadcast Solutions has a message for over-the-air broadcasters heading into The Radio Show: The era of geo-local advertising to increase radio revenues is about to begin.
GeoBroadcast Solutions, LLC (GBS) is the company behind ZoneCasting™, a unique and groundbreaking technology that delivers the dual benefit of over-the-air, hyper-local advertising opportunities for businesses right down to targeted neighborhoods; and new revenue-generating opportunities that provide long-term sustainable value for radio stations and networks. As of this week, GBS has been granted a patent for ZoneCasting that makes deployment a realistic proposition for the very near future.
“ZoneCasting is the first true dynamic ad insertion opportunity for over-the-air radio on a geographical basis, using our now-patented wireless architecture,” said Bill Hieatt, Chief Technical Officer, GBS. “We now look forward to the FCC’s approval of the ZoneCasting technology, clearing the way for ZoneCasting deployments that will bring lost revenues from a fractured marketplace back to the terrestrial airwaves.”
The approval of the ZoneCasting™ patent comes at a time when radio broadcasters are faced with increasing competition for ad revenue from online radio, mobile streaming and other emerging models online. ZoneCasting’s targeted precision delivers unique commercial content simultaneously to many defined zones across a single broadcast market, unleashing new revenue opportunities for broadcasters, ad agencies and local businesses through a neighborhood focus. GBS’ proprietary modeling approach is instrumental in enabling targeted advertising capability across multiple in-market zones.
The road to patent approval began in September 2009, when GBS filed a provisional patent to protect the proprietary nature of the ZoneCasting concept. Since filing, the GBS team has partnered with GatesAir for transmitters and IP transport solutions to support low-cost distribution methods; and hyper-directional antennas and combiners from Jampro. After receiving FCC Experimental Authorization grants, two successful field tests were conducted in 2010 (Salt Lake City) and 2011 (Sebring, Florida), followed by simulations and listening tests in 2012. Each of these important events offered significant value and insight into proper zone location, system design, coverage modeling and optimization for ZoneCasting deployments.
GBS continues to evolve the ZoneCasting concept as the final FCC rulemaking phase moves toward completion. The company has filed two additional patent applications since 2010 that will allow for further refinement and optimization of the ZoneCasting architecture.
“The ZoneCasting patent approval underlines the unique character of the ZoneCasting design, and our thorough testing and significant technology partnerships instill exceptional confidence in our design philosophy,” said Hal Kneller, VP Global Sales and Business Development, GBS. “Our mobile network-like approach enables broadcasters to deliver a very robust and high-quality signal with targeted ad insertions. We’re excited about the future of ZoneCasting and the opportunities it brings broadcasters and advertisers alike.”
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