Brands such as Coca-Cola, Mars Inc.’s Snickers, Home Depot, Ford Motor Co., the Discovery Channel and Capital One are driving brand engagement and raising product awareness with advertising across CBS’s mobile sites and applications.
Coca-Cola Zero, Home Depot, Capital One and the Discovery Channel’s “Storm Chasers” have all run ad campaigns with the CBS Sports application, while Snickers and Ford are cosponsors of the CBS Sports Pro Football application. The majority of these are cross-platform buys that include online and television as well as mobile.
“One of the tent poles of our business is to make it easy to buy across CBS Interactive’s inventory,” said Rob Gelick, Los Angeles-based general manager of CBS Mobile and senior vice president at CBS Interactive. “Advertisers can now buy on air, online and mobile as a bundled package that extends reach and allows brands to follow an audience as it migrates from one platform to another.
“For example, Ford and Snickers are both running campaigns in our online sites, and are also both lead sponsors within our Pro Football mobile apps,” he said. “On the mobile front, we’re able to create unique, rich-media experiences like expandable ads and video units that we see as excellent points of connection to our audiences.
“We have a huge amount of products getting released in the mobile space, especially in the sports category, we’re running a lot more rich-media ad units and we’re seeing a lot more brand partners leveraging our mobile inventory"
Mobile advertising boom
Coca-Cola Zero, Home Depot and Capital One are all advertisers within the general CBS Sports iPhone application.
Coca-Cola is sponsoring the SEC Live Game of the Week feature within the application, which features live streaming video, including Coke Zero mobile video ads.
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