Imeem and Last FM the fight back

In a few years it will be easy to stream radio into mobile phones, home wifi networks and p.c.'s. How do traditional radio stations get a slice of that market? What unique selling point will commercial radio offer above and beyond the streaming stations. The bottom line will be who can make money from either traditional or emerging carriage. Imeem and Last FM make money through advertising and selling the music you hear. Traditional commercial radio makes its money from spot advertising and sponsorship - how cost effective and targeted will that continue to be for advertisers?