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MediaBuyerPlanner: CBS is expanding its Audience Network to offer content to local sites, including 144 local radio stations, 29 company-owned TV stations and up to 183 affiliated stations, writes Media Life.
In addition to clips from CBS, visitors to those stations will gain access to clips from other local stations within the network.
The CBS Audience Network launched in the spring as a way to distribute its video content to third parties, such as AOL, Microsoft and Comcast, as well as to community building websites, social applications providers and, now, local sites.
As Patrick Keane, executive vp and CMO at CBS Interactive says, "We want to follow our users instead of forcing them to follow us."
Gordon Borrell of Borrell Associates has what he calls a "huge degree of skepticism about this." If the internet has proven anything, he believes, it's that big brands don't translate well in the online environment.
Local web advertising has trailed national advertising for years, but is expected to go through explosive growth in coming years. EMarketer forecast last week that local online advertising will grow to $7.8 million by 2011, up from $2.1 billion in 2006.
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