CBS Adds Live Commercials Into Streaming Stations
March 30, 2009 at 9:13 AM (PT)
Launching in MAY, online and mobile audiences of CBS RADIO stations, as well as those of AOL RADIO and YAHOO!, for the first time will begin hearing live audio commercials hosted by station personalities. Live reads are among the most successful form of over-the-air radio advertising, with recall and response rates far above other traditional forms of advertising.
"Leveraging a technique that enhances the audiences’ experience with our over the air stations to our digital properties will result in deeper online and mobile engagement, and listener satisfaction," said Digital Media and Integrated Marketing Pres. DAVID GOODMAN. "Our local personalities have brought to life many an advertiser’s product in a way that no other medium can replicate -- seamlessly integrating commercials into programming in a way that feels natural and unobtrusive. That same spontaneous quality that works so well on-air can just as easily translate online with the same if not better results for our clients."