With thousands of people descending on the Bay Area for the Super Bowl, two vendors are highlighting the use of radio to deliver “hyperlocal” messages onto automotive screens.

Lazer Spots, in partnership with Audacy and GeoBroadcast Solutions, will debut RDS-based visual geotargeting for automotive screens this Friday through Sunday, during the weekend of the big game.

A GBS release said it marks the first time a radio station has used over the air visual content, via RDS, through its MaxxCasting technology.

Audacy’s all-sports 95.7 KGMZ(FM), “95.7 The Game,” licensed to San Francisco, will use the technology for visual offerings in a five- to six-mile radius surrounding Levi’s Stadium in Santa Clara.

Atop the Hyatt Regency hotel, the RDS will run through GBS’ MaxxCasting 1.75 kW ERP booster node, which, as Radio World reported last month, Audacy recently added.

That hotel happens to be less than 3,000 feet away from Levi’s Stadium, where the festivities between the New England Patriots and Seattle Seahawks will be held this weekend.

“This activation allows us to deliver timely, location-specific information directly to the dashboard and enhance the event experience for thousands of football fans in a way that’s never been done before,” Audacy San Francisco SVP and Market Manager Kieran Geffert said.

The release said that Audacy will use the technology to produce traffic conditions, weather updates, parking guidance, stadium information and other localized messages. Audio will not be interrupted.

GBS’ MaxxCasting is a technology that allows FM stations to boost their signals with the deployment of a cluster of low-to-the-ground, directionalized and synchronized booster sites.

We’ve also reported on audio-based geotargeting through ZoneCasting, the recently FCC-approved technology that allows stations to split their over-the-air signal into disparate zones.

[Subscribe to Radio World]

The post Audacy FM Deploys “Visual Geotargeting” in Bay Area appeared first on Radio World.