Cumulus Media plans to introduce geographic advertising targeting on one of its Boston-area radio stations next year, allowing advertisers to deliver different commercials to listeners based on their location within the market.
The Federal Communications Commission (FCC) approved the use of ZoneCasting two years ago, limiting radio stations to 25 boosters in each designated market.
The planned deployment gives Cumulus another way to sell traditional radio advertising as broadcasters compete with digital platforms that already offer location-based targeting.
Unlike internet-delivered advertising, ZoneCasting operates through terrestrial FM broadcasts, allowing stations to deliver different commercials within a single market without requiring listeners to use a streaming service.
Cumulus did not disclose the cost of the deployment or how advertising rates would differ between geographically targeted commercials and conventional spots carried throughout the Boston market.