Feature News

Outdoor Industry's Most Comprehensive Program Provides Ability to Track Consumer Response in Real-Time

NEW YORK, May 26 /PRNewswire/ -- CBS Outdoor, has launched an innovative text messaging (or SMS) capability for its advertisers' media campaigns. The program, called txt2go, will include a text keyword on advertiser signage that the public can use to access marketing messages from the client, including special offers and promotions. The interactive feature enhances an advertiser's ability to connect with prospects and deliver messages with more relevance and a measurable ROI, in addition to building a long-term database of interested consumers.

In launching txt2go, CBS Outdoor becomes the nation's very first out-of-home media company to provide a complete text messaging solution for its clients. The add-on feature creates an affordable new avenue for advertisers looking to package into their media features like digital couponing, sweepstakes, direct response and point of purchase. The technology will allow advertisers to track responses to their marketing in real time.

"This is a win-win scenario for our clients," said Jodi Senese, Executive Vice President, Marketing, CBS Outdoor. "Out-of-home media have been choice marketing outlets for local businesses, and we are ramping up the effectiveness of our signage by giving our clients ways to further engage consumers with direct response messaging and compelling offers. More specifically, if someone is interested in a product or service advertised they can receive a coupon, free merchandise or another offer simply by texting in a short code, giving the company ongoing communication with an interested consumer."

txt2go is a simplified process whereby an advertiser of virtually any size can add a text messaging code to his ad campaign. Designed to enhance not only the outdoor component, the text capability can exist across all of the advertisers' media outlets -- overlaying a measurable direct response element to the campaign In addition to simplifying the process, CBS Outdoor txt2go is very cost-friendly, as little as $225 for up to 500 responses. Clients will be able to see the real time performance of their campaign on the CBS Outdoor Mobile Website. It takes only a few days to have the client's campaign up and running.

CBS Outdoor chose Rip Road to power its mobile platform; Rip Road provides innovative mobile technology to leading media companies and brands across the US.

"Our experience has shown that when we allow a consumer to engage with a brand or advertiser on their terms, the desired participation increases dramatically," said Eric Leven, Chief Executive Officer, Rip Road. "This mobile application lets an advertiser generate the tremendous value an outdoor effort provides, as well as start communicating with prospects through coupons, discounts, news and much more."

About CBS Outdoor

CBS Outdoor is one of the largest out-of-home media companies in North America, and has a major presence across Europe in the United Kingdom and holds properties in China and South America. With both traditional outdoor and transit properties, the division gives advertisers both breadth of coverage across vast geographies and depth of coverage, providing multiple media opportunities in key markets.

About CBS Corporation

CBS Corporation (NYSE: CBS.A and CBS) is a mass media company with constituent parts that reach back to the beginnings of the broadcast industry, as well as newer businesses that operate on the leading edge of the media industry. The Company, through its many and varied operations, combines broad reach with well-positioned local businesses, all of which provide it with an extensive distribution network by which it serves audiences and advertisers in all 50 states and key international markets. It has operations in virtually every field of media and entertainment, including broadcast television (CBS and The CW - a joint venture between CBS Corporation and Warner Bros. Entertainment), cable television (Showtime Networks and CBS College Sports Network), local television (CBS Television Stations), television production and syndication (CBS Television Studios and CBS Television Distribution), radio (CBS Radio), advertising on out-of-home media (CBS Outdoor), publishing (Simon & Schuster), interactive media (CBS Interactive), music (CBS Records), licensing and merchandising (CBS Consumer Products), video/DVD (CBS Home Entertainment), in-store media (CBS Outernet) and motion pictures (CBS Films). For more information, log on to www.cbscorporation.com.