CBS Dials Up Fall TV Ads
Through a deal with Jingle Network, which offers free ad-supported 411 service, CBS is sending recorded messages for seven CBS TV shows to callers seeking local listings.
The creative consists of a celebrity from one of six programs--"The Amazing Race," "Survivor," "The Class," "Smith," "Jericho" and "Ghost Whisperer"--reading a reminder to watch the show. Users can opt-in to a text-message reminder for the program. The campaign kicked off Sunday with ads for "The Amazing Race."
George Schweitzer, CBS's president of marketing, said the company was considering running ads for its programs on a wide range of nontraditional media, including video games and online entertainment. "We're competing against all forms of entertainment," he said. "It's a crowded space, and we're always looking for things to get leverage to get more attention."
Jingle is charging CBS on a cost-per-impression basis, but the company also runs pay-per-call ads. Usually, Jingle ads are targeted by business categories; for example, if a caller searches for a particular hardware store, Jingle will play an ad for another hardware store while the system retrieves the requested listing.
Schweitzer said that CBS is also taking out traditional ads, but the company also wants to target non-traditional media. "It's a balance between taking an ad in People magazine or The New York Times or a spot on CBS on football, to these very specific one-to-one kind of promotions," he said.
Recent Online Media Daily Articles
-
Subway's Comedy Promotes Brand, Content Strategy May 21, 2:43 p.m.
Setting a new bar for brands and their programming aspirations, Subway’s scripted comedy series, "The 4 ... -
Study: Future of Social, Digital Shops In Doubt May 21, 1:48 p.m.
Companies talk a lot about fully integrated marketing strategies. One result may be the demise of ... -
Google+ Needs Android To Climb Out Of Experimental Phase May 20, 9:24 p.m.
Marketers continue to view Google+ as a fledgling network requiring experimentation, although the company released a ... -
AOL, Support.Com Settle Scareware Lawsuit For $8.5 Million May 20, 5:20 p.m.
Web company AOL and software vendor Support.com will pay $8.5 million to settle a lawsuit brought ... -
Gmail Hangouts Disable Google Voice May 20, 3:23 p.m.
Google's new version of Hangouts for Gmail eliminates Google Voice features. The move is frustrating heavy ... -
Digital Boost: Ziff Davis Acquires NetShelter May 20, 3:19 p.m.
Ziff Davis on Monday announced the acquisition of content network NetShelter from ad platform inPowered. Financial ... -
LikeableAds.com Launches, With Focus On Social Media Ads May 20, 3:04 p.m.
To keep up with growing demand from Madison Avenue, the social marketing consultants at Likeable Media ... -
Yahoo To Ramp 'Native' Ads On Tumblr May 20, 1:37 p.m.
With its $1.1 billion acquisition of Tumblr, Yahoo on Monday made clear that it plans to ... -
Gigya Improves Marketing, Adds 21 Social, Tech Partners May 20, 9:15 a.m.
Social services startup Gigya on Monday is expected to announce the addition of 21 social and ... -
Health/Wellness Shop Diversifies Into Happiness, Launches Platform To Fuel It May 20, 9:06 a.m.
The CementBloc, a spunky New York-based agency specializing in health and wellness marketing, is diversifying into ...
Be the first to comment on "CBS Dials Up Fall TV Ads"
Leave a Comment