CBS stations debut local ad network
Cory Bergman March 17th, 2008
CBS stations in five markets (Boston, Chicago, Dallas, Denver and San Francisco) have launched the CBS Local Ad Network, with more markets coming soon. Partners embed a widget on their sites, which combines content with an ad unit. CBS stations sell the ads (for $5 to $10 CPMs) and give the partners a revenue share (undisclosed). CBS says it expects to add about 20 million impressions in each market every month from the network. Here’s a screen grab of UrbanSpoon, in the San Francisco market, with a promo in the medium rectangle ad space…
If you click the promo, it goes here with more information.
5 Comments Add your own
1. Rex | March 17th, 2008 at 12:03 pm
I like! The local ad network is totally the model that could succeed, if media companies get to it before Google gobbles it all up.
2. Rick Ellis | March 17th, 2008 at 2:06 pm
It’s a good idea (and one I’ve been championing for awhile), but my main question with this idea is whether a banner-driven CPM ad model is the way to go.
I suppose for branding purposes it works, but a click-per-action model is probably a lot better deal for the advertisers.
3. Chris | March 17th, 2008 at 4:09 pm
I looked at some CBS O&O sites Monday afternoon that have launched this (Chicago, Denver, etc.) and couldn’t find evidence of the new widget on their sites. I wanted to check it out, because it sounds innovative. Am I blind? (Feel free to say yes. I guess I’m overlooking it.)
4. Rick Ellis | March 18th, 2008 at 9:34 am
I couldn’t find any links to the sites who are participating in the program, but I did see some prominent links offering bloggers the chance to sign up.
Still, it might have made sense to have some link to a story about the program on the five participating sites, given the amount of press the idea was getting on Monday.
5. Tom | April 12th, 2008 at 10:04 pm
I appreciate how the photo above doesn’t actually have an advertisement in it, just a “house ad” promoting a local CBS affiliate, for which the blogger would presumably get paid nothing.
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