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.
Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
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 and register by Friday, Oct 3 to take advantage of Early Bird Rates!
IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.
The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.
September 17, 2014
September 23, 2014
September 30, 2014
1:00pm ET/10:00am PT