CBS has introduced a new ad product using performance-based metrics to provide advertisers with better return on investment. B&C reports that the network on Tuesday rolled out Campaign Performance Audit.
“CBS says its approach, CPA, has been tested with select advertisers since last fall. It provides advertisers with a roadmap using analytics provided by CBS and Nielsen,” B&C reports.
The move comes as marketers continue to shift spending from traditional TV to digital media such as online video. One reason for the shift — along with declining TV ratings — is the advantage digital has in providing precise targeting and clearer measurement of campaign effectiveness.
“TV companies are now embracing data to find new ways to target ads and measure their effectiveness,” B&C notes. “For example, earlier this year, NBCUniversal announced its Audience Targeting Platform, which is designed to identify high-value ad inventory based on consumer behavior.”
In a statement, David Poltrack, chief research officer for CBS Corp. and president of CBS Vision, said: “Research shows that network television is the most powerful medium in building both brand awareness and equity for marketers. With CPA, we are offering clients a new way to analyze Nielsen’s performance-based data to achieve ideal reach, frequency, targeting and placement for clients looking to craft a campaign that delivers the optimal return on their television advertising investment.”
The report notes that CBS’s Television City facility in Las Vegas, which is used to measure viewer response to network programming, may also be used to measure the effectiveness of advertising.