The Samsung Helix, a combo portable MP3/XM satellite radio player is arguably one of the most buzzworthy gadgets coming out of last month’s Consumer Electronics Show in Las Vegas.

It’s been racking up awards like Engadget’s ‘Best of CES,’ and Popular Mechanics’ ‘Editor’s Choice.’ But, more impor-tantly, it’s a signal that advertisers need to figure out how to tap into satellite radio sooner rather than later.

Jill Rosengard, managing director at NYC-based market research firm Frank N. Magid Associates, says that the rise of portable electronic devices like the Helix, which also allows users to record and store XM satellite content to listen to at their leisure, means that marketers are going to have to ‘think [about] when and how consumers are going to be exposed to their message,’ she says. ‘The time-shifting of content could impact the effectiveness of marketing messages,’ since satellite is less structured than traditional radio.

The Helix will hit stores this spring.