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ARTICLE

CBSi Adopts Omnichannel Strategy Across the Richest Media to Build Subscriber Base for All Access Service

October 1, 2018 — by MediaMath

CBS Interactive (CBSi), a division of CBS Corporation, is the premier online content network for information and entertainment. More than 1 billion users visit CBSi’s 33 properties every quarter. With MediaMath, they increased their subscriber base by 25%.

In 2014, CBSi launched its subscription service, CBS All Access, with the goal of securing 2 million subscribers by October 2017. All Access differentiates from other streaming services by offering access to live events online, and is unique from CBS’ TV offerings through its exclusive content such as “The Good Fight,” “Star Trek: Discovery” and Will Ferrell’s “No Activity.”

To entice its consumer base to change their viewing habits and subscribe to a new service, CBSi needed to make high-impact placements on premium inventory to leave its audiences wanting to follow exclusive stories online. CBSi also sought to ramp up its online audiences across enough niche group types to support a wide range of programming and content.

CBSi began partnering with MediaMath in 2014 and chose the technology company for its omnichannel demand-side platform. Through a combination of MediaMath’s omnichannel social offering, cookieless, cross-device identity solution ConnectedID and proprietary data solution MediaMath Audiences, which uses predictive modeling to reach high-value audiences based on their demonstrated interests and behaviors, CBSi executed true omnichannel campaigns around several of the marquee shows exclusive to CBS All Access.

See how a true omnichannel campaign across five channels drove results  

Download this case study to learn how:

  • A privacy-compliant, cross-device identity graph helped accurately attribute mobile conversions
  • Facebook’s traditionally walled garden inventory purchased through an integrated, streamlined workflow allowed CBS to extend its programmatic audiences and attribution data to the social media platform
  • Digital-out-of-home impacted brand lift