As a TV company, CBS (NYSE: CBS) has long skewed older, a notion CEO Les Moonves has both embraced and bristled at. The company’s $1.8 billion purchase of CNET (NSDQ: CNET) Networks could help alter that image, even as CBS has made notable strides on its own with CBS Interactive and digital acquisitions like WallStrip and Last.fm. I spoke with several digital ad agency execs about their initial impressions and, so far, it’s hard to find much downside for either company. The main points: CBS gets access to a younger audience interested in tech products – meaning, unless CBS flubs things somehow, it will have an easier time attracting consumer electronics marketers, in much the same way having MarketWatch brought in financial services advertisers.
Although the announcement was made a day after CBS’ upfront presentation, during which Moonves and company highlighted the network’s wider focus on new media in addition to TV, the combination isn’t likely to impress buyers and advertisers all that much yet. Greg Smith, COO of Neo@Ogilvy, OgilvyOne