The engineers can explain how the ZoneCasting system works but the basic strategy is to set up technology that will allow stations to SELL “localized” zones where local advertisers can buy a commercial for their zone, avoiding the higher prices and huge reach of the station’s metro signal.
A typical station in a top market has about 500 current customers, but there are typically some 2,100-2,600 unique advertisers for a top metro station to work with. Geo-targeting opens the market for radio stations to work with local advertisers, increasing the station’s customer base by many, potentially hundreds, of new customers. What would a 20% increase in your local customer base do for your bottom line?
ZoneCasting is the only technology developed in the last 20 years that is focused entirely on increasing radio revenues. It enhances radio’s ability to compete with the Internet and cellular communications. With ZoneCasting, the broadcasting experience becomes personal again, with the listener tuning in for their favorite music and most trusted news brought to them by local merchants promoting events, services and products in the listener’s own neighborhood.
Currently, advertisers must invest in a campaign paying for the entire metro /market, even though many of those advertisers might only choose to target their local area (advertisers with a specific local market, such as car dealerships, restaurants/bars, local retail). With the ZoneCasting system, the advertiser will be able to select the zone that reaches their most valuable consumers.
A ZoneCasting station will be able to charge each advertiser a prorated charge, less than the advertiser would have to pay for a commercial covering the entire metro. By selling the same time slot across several different zones, the station is running several revenue-producing spots at the same time. This affordable and targeted strategy will attract new advertisers who might have previously left local radio out of their media mix, and increasing the station’s revenue for every saleable minute in the broadcast day.