CBS this week announced creation of a new cross-platform unit that bridges radio, Internet, outdoor and television sales operations.
CBS RIOT is pitched as giving advertisers better reach on a local scale. The company announced an inaugural “multi-million dollar deal” with Dodge Ram. That campaign will lead people to CBS SportsLine.com, where they can partake in an interactive game. Radio stations will incorporate the “Rock Em, Sock ‘Em” element into their programming.
The unit will be run by Richard Lobel of radio, Jon Camera of TV and Brigg Hyland of outdoor.