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San Jose Station Tests Geo-Targeted Ads

GBS calls it the first field testing of its “hyper-local” technology using actual spots

KSJO(FM) in San Jose, Calif., is broadcasting geo-targeted radio advertising, according to technology supplier GeoBroadcast Solutions. The company said this was the first such field test with real radio spots.

The station aired several national breakfast promotions for Jack in the Box targeted to the areas of Livermore and Pleasanton along the I-680 corridor.

The station, owned by Universal Media Access and branded “Bolly 92.3FM, The Bay Area’s Bollywood Station,” has experimental authority from the FCC to test the GBS ZoneCastingFM booster system. GBS said its tests would continue during short parts of the broadcast hour through February.

The station also is experimenting with zoned traffic reports.

Jack in the Box CMO Ryan Ostrom was quoted saying the company is “only scratching the surface with our first test, and we will continue to lean into the unpacked potential of geotargeted radio activations.”

KSJO’s Brad Behnke, vice president and chief operating officer of station owner Universal Media Access, encouraged the FCC to allow such geo-targeting.

GeoBroadcast has asked the FCC to change its booster rules to allow this kind of content origination.