Google Ad Exec Joins CBS

NEW YORK CBS said it has lured one of Google’s top sales executives to help lead its Web efforts.

Patrick Keane will be evp, chief marketing officer of CBS Interactive, the division set up to house CBS’ digital media efforts. His focus is to help CBS figure out the best way to use new digital distribution platforms to monetize its content. He will also craft advertising sales strategy and lead online research, reporting and analytics.

“Patrick Keane brings rare business intelligence and a wealth of relationships that will help us monetize all future platform opportunities,” said Quincy Smith, president of CBS Interactive. “He is widely considered an industry expert in online distribution and marketing, and his transition to an audience company like CBS is a testament to our commitment to partner with technology companies worldwide.”

At Google, Keane directed advertising sales strategy, reporting to vp, advertising Tim Armstrong.

“Google has tremendous distribution and technology assets,” Keane said. “One of the core pillars of wanting to come here is the amazing content assets, in addition to distribution assets, CBS has.”

Like nearly all media companies, CBS is eyeing several ways to capitalize on the growth of digital distribution systems, including Google’s. It has experimented with distributing content through Google’s YouTube, and executives have claimed the videos have improved TV ratings. It was widely said to be in negotiations with the Internet giant on a wide-ranging deal that would give Google radio inventory to sell and distribute more CBS content through YouTube, although The Wall Street Journal reported earlier this month that the deal fell apart.

Keane will report to Smith, while also working with Jo Ann Ross, president of network sales, George Schweitzer, president of marketing and David Poltrack, head of research.

Prior to joining Google in 2003, Keane was a senior analyst at Jupiter Research, an Internet consulting firm, where he covered the online advertising space.