Media transactions are slowly but surely migrating online, where automation and interactivity can yield greater efficiency and transparency. That, in turn, encourages increased spending on bigger
campaigns. With this in mind, CBS Outdoor has unveiled MyCBSOutdoor.com, an account and campaign management site that aims to deliver a more “personalized” experience for media buying.
MyCBSOutdoor.com allows media buyers and ad clients to create personalized dashboards outfitted with various functions, including inventory search, proposal and file exchanges, rate information, photosheet access and online payment options, all intended to make it easier to manage outdoor advertising campaigns.
The platform is designed to enable collaboration
between clients, media agencies, and CBS Outdoor representatives.
Previously, CBS Outdoor pioneered online management tools with its billboard and street furniture inventory locator, incorporating an interactive map of inventory searchable by address, city, market and billboard panel numbers. The interactive map also allows users to overlay transit maps to help plan audience exposure.
The company also brought billboard design online with a related platform, WannaBillboard.com, offering creative templates designed for local advertisers that can be customized online. The site aims to help small, first-time advertisers enter the outdoor advertising market.
Like other big outdoor advertising companies, CBS Outdoor is pushing mobile integration to help advertisers boost engagement, as well as measure the effects of outdoor advertising. The company cited a recent study by the Media Behavior Institute, which claims that adding billboards to mobile campaigns increases reach by 300%.