CBS Outdoor merges text with billboards

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CBS Outdoor has launched a new text messaging capability for its advertisers' outdoor media campaigns.

The program, called Txt2go, will include a text keyword on advertiser signage that consumers can use to access marketing messages from the client, including special offers and promotions. Mobile services firm Rip Road will power the CBS mobile platform.

“Our experience has shown that when we allow a consumer to engage with a brand or advertiser on their terms, the desired participation increases dramatically,” said Eric Leven, CEO of Rip Road, in a statement. “This mobile application lets an advertiser generate the tremendous value an outdoor effort provides, as well as start communicating with prospects through coupons, discounts, news and much more.”

The add-on feature will include tactics such as digital couponing, sweepstakes, direct response and point of purchase, and allows advertisers to track responses. The text capability can also exist across all of the advertisers' media outlets, beyond just outdoor.

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