• Mediaweek, Thursday, September 10, 2009 10:27 PM

CBS Outdoor is partnering with endorsement marketing company Brand Affinity Technologies, which has a network of more than 3,000 athletes and celebrities. The relationship will allow advertisers to match the endorsements of specific athletes and celebrities with regional out-of-home campaigns.

CBS Outdoor can now offer clients a "turnkey approach to launching geographically relevant ad campaigns featuring talent proven to resonate with audiences in target markets," says Jodi Senese, vp of marketing for CBS Outdoor. The two companies recently coordinated on a campaign for San Francisco­-based auto dealership Royal Motor Sales, bringing San Francisco Giants pitcher Matt Cain to outdoor and online advertisements.

Brand Affinity Technologies says this is just the beginning of celebrity-driven localized advertising. "The efficiencies BAT creates can be applied to any medium," says CEO Ryan Steelberg.

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