ABC andCBS have invested millions in new ads targeted at teens and parents in an effort to help their networks stay relevant in the digital age, according to a review of ad buys.
The advertising buy by both companies and a partnership with an advertising agency is part of a concerted effort by advertisers and marketers to boost their brands in the age of social media, according a review by The Washington Post of ad buy data and other information that the companies provided to the newspaper.
The effort is aimed at reaching a broad group of viewers and consumers, but also to boost brand loyalty among advertisers and to boost sales.
The two biggest players are CBS, which owns “The Big Bang Theory,” which is airing at 8 p.m.
Thursday nights on CBS; and ABC, which operates ABC Family, ABC World News, and ABC News.
ABC, CBS and Disney have each spent $3.5 million in new ad buys for “The Bachelor” and “The Bachelorette,” and the networks’ networks’ parent company, 21st Century Fox, has spent about $3 million on new ad spending for those shows.
CBS also owns the daytime talk show “The View,” which airs at 10 p. and 11 p. p.
Monday through Thursday nights.
In the digital era, advertisers are trying to make money by reaching young people via social media and by reaching advertisers with tailored content and images, including videos and photos.
In recent years, advertisers have also turned to digital advertising to increase their reach.
In addition to CBS and ABC’s investments, the advertising industry is also paying for the launch of the new ad buying firm, the Adwords Team.
Adwords Team, which began working with the advertisers in January, will be responsible for buying the ads and designing the content for the ads, said Mark Stadler, chief marketing officer at Adwords.
The firm will help advertisers with developing a brand that is relevant to their audience, Stadlership said.
Advertising is one of the fastest-growing segments of the U.S. economy, with advertisers spending an estimated $9.7 billion on digital advertising last year, according the Digital Media Industry Association.
The move by both networks is a direct response to the digital revolution, which has shifted the way the public perceives television.
Advertisers and marketers are increasingly targeting consumers through online and social media to increase brand loyalty and engagement, said Adele Parekh, president and CEO of the Association of American Advertisers.
And as digital content and advertising becomes more pervasive, consumers will increasingly see their content and the brands that sell it as more relevant, Parek said.
For CBS and the other networks, this new advertising strategy is part that push to keep their brands relevant in an increasingly connected world.
AdWords is the first time a major network has used Adwords in its advertising efforts, according Stadleson.
The ad buying campaign will run on CBS All Access, CBS Sports Network, CBS All-Access Live, CBS News, CBSSports.com, CBSN, CBSNEWS.com and CBSSportsRadio.com.
The companies’ efforts are in response to increasing demand from young people, said Matthew Gagliardi, the CEO of Adwords, which is a joint venture between CBS and CBS Interactive.
“The challenge is to provide our viewers with a compelling experience and a compelling value proposition that they can find and use across all platforms,” he said.
“The networks have done a great job of understanding this challenge and are committed to providing a compelling and effective digital experience that resonates with their viewers and their advertisers.”
The ads will target young people ages 12 and up, but the advertisers also plan to reach older viewers.
CBS and Adwords will also offer a range of educational content, including video lessons, quizzes, podcasts, and interactive quizzes.
For the advertisers, the strategy is about building brand loyalty, said Pareh.
“We think this is a good way for them to create a brand experience that appeals to people that are very loyal to their networks and brands.”CBS has spent roughly $1.8 million on digital ad purchases on the show “Bachelor” and the “Bachelorett” so far, and has also spent $1 million on “The CBS Evening News,” which begins airing on ABC on Friday nights.
The networks have spent $6 million on the new ads for those programs.
Adidas and Vans have spent between $1 and $3 for each ad they have run so far.
Vans’ $1-million ad buy includes a video tutorial for millennials on how to use their Instagram account, which can be seen on CBS’s All Access.
For Adidas, the ad buys are part of the broader effort to boost its sales in the U:$1 million in ad spending has been spent on Adidas’ digital