CBS Outdoor is going interactive via a newly launched text messaging capability for its advertisers’ campaigns. Called txt2go, the new platform, announced Tuesday (May 26) includes a text keyword placed on outdoor signs that passersby can use to access messages from the advertiser, such as special offers, coupons and promotions.
While many advertisers have experimented with interactive outdoor campaigns, CBS Outdoor is the first outdoor company to provide a turnkey messaging solution for its clients.
“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,” said Jodi Senese, executive vp of marketing for CBS Outdoor.
At a time when media budgets are tight, the texting platform provides advertisers with a measurable direct response element to campaigns and the ability to set up a dialog with their consumers. Clients will be able to see real-time performance of their campaigns on the CBS Outdoor Mobile Web site.
The platform is powered by Rip Road. CBS Outdoor’s clients pay as little as $225 for up to 500 responses.