1-24-2013
Advertising is clearly heading in the direction of targeted ads. It's certainly a strong selling point for digital content providers. What if you were able to deliver targeted ads from your terrestrial signal? Harris and GBS say they have the technology. They call it MaxxCasting, which allows stations to maximize market reach and capitalize on revenue opportunities while paving the way for targeted content insertion. Harris and Geo-Broadcast Solutions are touting the product, which is based on GBS? ZoneCasting strategy.
The MaxxCasting solution uses a network topology similar to the ZoneCasting architecture for targeted, over-the-air radio broadcasting, but instead focuses on simulcasting content to improve coverage. It can be deployed today under existing regulations, expanding market coverage in a more sensible and effective way than traditional signal booster technologies.
Geo-Broadcast Systems CEO Peter Handy says, ?We often hear from broadcasters looking to take advantage of this network topology as our ZoneCasting petition to deliver targeted content moves through FCC approval. The FCC rules currently allow FM stations to deploy boosters to fill in signal coverage gaps, broadcasting identical content on every booster. We have discovered that adding boosters to simulcast across the typical ZoneCasting topology can help broadcasters improve coverage. And the ability to reach more listeners opens new revenue opportunities through advertising.?
Vice President of Product Management and Strategy, Transmission Systems for Harris Broadcast Richard Redmond says, ?ZoneCasting was created to bring hyper-localization to over-the-air radio, bringing new advertising opportunities to local businesses and to allow stations of any size to better compete in a challenging landscape. But a high percentage of radio stations today would like to improve their reach. MaxxCasting allows them to fill out the signal area that they originally purchased, to the maximum of what the FCC allows through their broadcast licenses.?
Harris has an exclusive license to use and incorporate the GBS ZoneCasting software and hardware design into its Flexiva? transmitters and Intraplex? SynchroCast? systems for deployment in ZoneCasting systems. Broadcasters would use these same technologies for MaxxCasting systems.
(1/26/2013 8:25:10 PM)
"Welcome change" my fat fanny.
I am tired of marketers using my personal information to attempt manipulate me into buying their junk.
And that goes double for my radio.
This is obviously a natural progression for all broadcast media. From the consumer side I can see a sense of invasion of privacy turning into a welcome change.
Advertising that meets the needs of the consumer directly. You do a gps search for Mexican restaurants and a few minutes later an ad for "Tony's Taco Tavern" appears in your speakers.
This makes advertising more attractive for business and the need for original content should increase.
Put me in on the ground floor!
Add a Comment | View All Comments Send This Story To A Friend
