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CBS Has New Match for Taylor Tomlinson: A Pack of B-to-B Advertisers (EXCLUSIVE)
CBS is relying on new technology to lure small B-to-B advertisers to programs like Taylor Tomlinson's 'After Midnight,' or 'Fire Country' and 'NCIS.'
“This is a B-to-B that people haven’t heard of,” says Alan Gould, co-CEO of MutualMarkets, a tech upstart that has developed a system for pairing advertisers with TV programs that suit their products, services or image. The new interest in such sponsorship has been growing as TV networks see many of their mainstay clients earmarking more dollars for competing new-tech video outlets, spurring a decline in overall ad sales in recent quarters for many of their corporate parents. MutualMarkets’ system suggested the company look at CBS’ “Fire Country,” and the two sides initially struck a deal for a series of digital ads to appear that paired a message about safety with a heads-up about the firefighting drama.
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