It's quiet Riot time at CBS Corp.

Marketing unit home of radio, Internet, outdoor, TV

CBS Corp. hopes to cause a Riot on Madison Avenue. Well, sort of.

The media company on Monday unveiled the creation of a new cross-platform unit that includes its radio, Internet, outdoor and television sales operations and announced Dodge Ram as its inaugural partner via a multimillion-dollar ad deal.

CBS Riot, as the unit will be known to highlight the four media platforms it bridges, will combine the marketing muscle of CBS Radio's 147 stations, CBS Interactive's local Web sites, CBS Outdoor's millions of billboards and the 39 owned-and-operated CBS TV stations.

Integrating the power of these platforms will "give advertisers unsurpassed reach on a local scale," CBS said.

"No other company can deliver the national and local reach than these combined divisions of the CBS Corp.," CBS Corp. president and CEO Leslie Moonves said. "Whether it's radio, television, outdoor or online, we have the real estate that can most effectively deliver a client's message, and CBS Riot is designed to leverage these platforms to give advertisers the reach and flexibility they need."

CBS Riot will be run "in unison" by three executives: Richard Lobel, executive vp Altitude Group, CBS Radio; Jon Camera, senior vp business development, CBS Television Stations; and Brigg Hyland, senior vp business development, CBS Outdoor.

All major media and entertainment companies have in recent years focused on enabling ad deals covering media platforms and have created separate divisions to do so.

However, after much initial fanfare, most companies have been doing cross-platform business more quietly.

Critics said that in the early going, media companies often pushed for such deals to sell ad inventory even on media assets that didn't make much sense for a specific marketer simply to showcase their cross-platform reach. They also said such deals early on often mainly allowed to provide ad discounts to gain market share. Observers have said that both sides have learned to design multiplatform ad packages that please both over the years.

CBS Riot's first multiplatform ad sales deal is a multimillion-dollar promotion for Dodge Ram targeting male consumers, the companies said Monday. The campaign, set to launch Wednesday, will create customized spots on local TV and radio stations in more than 100 markets to lead audiences to a co-branded site on CBSSportsLine.com, where users can play a game tied to Dodge Ram's "Rock 'Em, Sock 'Em" theme.

Over the course of one month, CBS estimated that the combined CBS media will create 400 million new impressions on CBSSportsLine.com via the promotion.
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