Television stations owned by CBS Corp. are launching an online advertising initiative with local bloggers and social media sites, the company announced. The ad network will involve CBS-owned TV stations generating online modules called "widgets," which individuals can easily add to their Web sites. The widgets will contain local news as well as advertising, which the CBS stations will sell. The online partners will receive a share of the revenue, but specific financial details weren't disclosed.
Obviously it's common for local TV networks to create websites serving their communities but I think creating an advertising network that incorporates local bloggers and social and entertainment sites might be a first. This integrated ad sales appraoch could be very attractive to large local advertisers looking to saturate their specific markets. The potential success of this venture may also create a model that other local media outlets look to replicate. From an internal perspective, it would be interesting to know how the CBS stations are planning on restructuring their sales teams. The way in which they manage their existing client relationships will have a big impact on how well they're able to promote their ad packages.
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