Conceding the obvious, CBS says efforts to get viewers to come to its Web site to view video have been a failure
Conceding the obvious, CBS says efforts to get viewers to come to its Web site to view video have been a failure. The new strategy at Black Rock is to syndicate CBS video content to the greatest possible extent, network execs told the Wall Street Journal.
Not coincidentally, CBS's expanded content to sites from AOL to Joost, debuts this week when the networks are looking to unload as much ad inventory as possible during the kickoff of the upfront season. CBS hasn't gained much traction online compared with the other networks, in no small part due to its older audience, which doesn't inhabit the Internet as much as the younger set.
Who sells the ads -- and keeps the biggest slice of that revenue -- is very much at stake. The Yahoos of the world would like nothing more than to sell the ads against the content of CBS and the other networks. TV is happy to send over the programs, but wants almost all of the ad sales in return.
CBS will let advertisers tweak their ads to fit the 10 or so different sites in the CBS Interactive Audience Network, according to the Journal story. The internal code name for CBS's new strategy: "Rolling Thunder."
An also-ran in the ratings race for key demographics that advertisers will pay up for, CBS is betting the storm clouds will clear enough to bring more (and younger) viewers online, and to its broadcast shows.
The network doesn’t have a lot of other choices to monetize its content online. A Forrester report just out notes that the paid video content market is a dead end and ad-supported models will continue to gain.
Want to learn more?
Attend ClickZ Live New York March 30 - April 1. With over 15 years' experience delivering industry-leading events, ClickZ Live brings together over 60 expert speakers to offer an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!
Singapore, 5-6 March
Bangkok, 17-18 March
Hong Kong, April 2015
A Buyer's Guide to Affiliate Management Software
Manage your performance marketing with the right solution. Choose a platform that will mutually empower advertisers and media partners!
Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.