To more fully meet the needs of ad buyers, CBS has created a new unit that will sell ad inventory across CBS-owned platforms, reports MediaPost.
The new unit is called CBS RIOT - because it will sell radio, internet, outdoor and television ad space. Instead of focusing on national reaching or network TV sales, RIOT will concentrate on selling space on local outlets owned by CBS. That includes TV and radio stations, the websites for those stations, and outdoor billboards.
The first advertiser to buy through the newly minted division is Dodge Ram, which will run a campaign that will appear in more than 100 markets beginning February 14.
TV and radio spots will be customized for each market and direct the targeted male audience to CBSSportsline.com to play an advergame.
