Narrowcasting

Narrowcasting refers to the dissemination of media content to a specific, defined audience or location, rather than to the general public. It relies on audience segmentation, location data, and targeted distribution channels to tailor messages.

It contrasts with broadcasting, which aims to reach broad audiences with a single message. Narrowcasting uses channels such as targeted television or radio, digital signage, streaming platforms with user-driven recommendations, email newsletters, and online ads tuned to particular demographics or interests.

Technologies and methods include demographic and geographic targeting, device-based delivery, geofencing, cookies and identifiers for personalization, and content management systems that schedule and deliver content to chosen devices or screens. In retail, digital signage networks can push promotions to shoppers in a store.

Applications span advertising, corporate communications, retail marketing, education, museums, and public information systems. Examples include in-store video walls displaying promotions to passersby in a store, targeted ads on streaming services, and location-based alerts on mobile apps.

Advantages include higher engagement, improved relevance, and potentially lower costs compared to broad campaigns. Challenges include privacy concerns, regulatory constraints, measurement fragmentation, and the need for reliable data and content management.

History: The idea emerged with the expansion of cable and specialty channels in the late 20th century, later augmented by digital signage, mobile apps, and data-driven advertising.