CBS Interactive promotes industry position in business-to-business campaign

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CBS Interactive launched a business-to-business campaign this week to promote its media portfolio to advertising agencies and marketers. The effort, called “Only CBS Interactive,” promotes CBS as one of the top 10 online media properties to the advertising industry.

According to ComScore, CBS Interactive is the ninth-largest Internet property worldwide, reaching nearly 200 million people a month.

“In most cases when we start a conversation with media buyers and planners, they aren't aware of the full portfolio that we offer,” said Mickey Wilson, CMO of CBS Interactive. “The idea is to build relationships and introduce our portfolio to agencies and marketers. If more people knew that CBS Interactive was a top 10 Web property, it would open up more opportunities for the company.”

The integrated initiative includes both online and print buys. San Francisco-based agency Jumbo Shrimp developed the campaign with CBS. The ads are running on AdAge, Mediabistro and MediaPost. The effort also includes display ads running across CBS Interactive sites, including CNET.com, BNET.com and CBS MoneyWatch.com.

The company is offering no new ad inventory in its CBS Interactive suite, but it may explore its options next year, said Wilson.

“This is the first phase, which is to get the conversation going,” he said.

CBS Interactive's brands with ad inventory include CNET, CBSSports.com, GameSpot, TV.com and ZDNet.

EA Sports recently ran a campaign on CBSSports.com and Gamespot to promote its Madden NFL 10 game. CBS Interactive is showcasing that effort as part of the campaign.

CBS launched a print, radio and Web ad effort in May to promote its prime-time ratings successes prior to unveiling its fall broadcast schedule. That effort's tagline was “Only CBS.”

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