Consumers are more concerned than ever that the products they buy are environmentally-conscious, so a Good Housekeeping-type stamp of approval may be a good offering to many advertisers. EcoMedia, a new division of CBS Corp., now offers “EcoAds” to advertisers across the company’s platforms. When a viewer sees an ad featuring the EcoAd leaf, it will serve as a visual “green stamp of approval” signifying the brand that paid for the ad is sponsoring environmental projects such as solar installations, energy efficiency retrofits or the “greening” of schools, affordable housing and municipal buildings. Paul Polizzotto is the President of EcoMedia.
EcoAds are now available to clients across all CBS platforms, offering them a tangible way to improve the environment and the communities they serve as part of their CBS ad buy. A promotional effort educating viewers about the power of the EcoAd Leaf debuted on the CBS Television Network 1/10 and across other CBS properties. The EcoAds themselves will begin airing in local CBS markets next week. EcoAd packages will be available to clients across CBS platforms, including network, local television, radio, outdoor and online.
Launch advertisers and partners include Chevrolet, Safeway, O Organics, SunPower Corp., Boston Scientific, PG&E, Massachusetts Clean Energy Center, Pacific Coast Termite, Port of Los Angeles and International Brotherhood of Electrical Workers and Avidia Bank.
Polizzotto tells RBR-TVBR about the Chevrolet Volt campaign (which just won North American Car of the Year at the Detroit Auto Show) in the Dallas-Ft. Worth market. The effort utilized all of CBS Corp. assets in that market. “They were looking for greater context and wanted to talk about the green aspects of the car in a way where the viewer could experience green themselves in the communities they lived in. Chevy has a tie-in with Little League baseball. So we found a way for them to improve parks where the little league teams associated with their dealer groups played baseball. We were able to take a portion of their ad spend and do a solar installation at one of these parks; energy-efficient lighting and are building new bathrooms to new [green] certifications.”
And then it became a Chevy Volt park.
RBR-TVBR observation: The move made that park 10 times the size it was going to be; created jobs; saved the local municipality money; saved taxpayers money and improved the quality of life—all from advertising in the Dallas-Ft. Worth area. Talk about bang for your buck!
