A Bay Area FM is First to Test Geo-Targeted Ad


A Class B FM once known for its rock ‘n’ roll programming and today offering South Asians an audio home as “Bolly 92.3” has become the first radio station in the U.S. to broadcast geo-targeted advertising.

It’s perhaps the first step in convincing marketers that broad-casting isn’t so broad, after all, and can bring addressable advertising to the FM radio dial, in addition to streaming audio.

RBR+TVBR OBSERVATION: There’s a song that’s more than 40 years old called “Video Killed The Radio Star.” How about an update called “Marketers Killed The Radio Business.” Why? Broadcasters offer a broad array of consumers, putting one single message in the ears of thousands of potential buyers. Is that not worth anything in 2021?


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