The ability to tie messages to specific commercials makes an easy sale for existing clients. Today is the day to start training clients to think about data. It's possible now to display short messages as audio commercials run; possibly phone numbers, addresses or tag lines.
New opportunities are already being developed that take advantage of HD Radio technology. For example, instant traffic updates are being delivered in many large urban areas today. Messagecasting software can bring in all sorts of data and present it in connection with audio, creating sponsorship and revenue opportunities.
Messages can be associated with any audio, not just commercials. Clients can sponsor any programming on the station, from sports to news, from contests to syndicated programming.
