CBS Plots New Online Strategy

  |  May 14, 2007   |  Comments

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.

ClickZ Live Chicago Learn Digital Marketing Insights From Leading Brands!
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda, or register and attend one of the best ClickZ events yet!

ABOUT THE AUTHOR

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.

COMMENTS

UPCOMING EVENTS

UPCOMING TRAINING

Featured White Papers

Google My Business Listings Demystified

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.

5 Ways to Personalize Beyond the Subject Line

5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.

WEBINARS

Resources

Jobs