“Unlike TV rivals, CBS isn’t joining the crowd in cutting back on advertising inventory this season,” MediaPost reports. “Instead, during its upfront presentation, CBS offered a new data product for advertisers.”
The new product is called DnA, for Data and Audience. The tool “intends to offer more specific TV-related data for marketers, no matter what their campaign objectives are,” MediaPost reports.
Said Jo Ann Ross, president and chief advertising revenue officer for CBS Corp., during the company’s upfront presentation: “DnA allows us to use data to better understand our audience, to activate your campaigns, and provide the analytics and attribution you seek.”
She says DnA will work for all advertisers including those buying mass-reach demographics, specific audience targets and “one to one” addressability, the report notes. “And we guarantee it,” she adds.
“While NBCUniversal, Fox and Turner networks have touted efforts to trim commercial loads, CBS has no advertising reduction plans,” MediaPost notes.