CBS Has New Match for Taylor Tomlinson: A Pack of B-to-B Advertisers (EXCLUSIVE)
variety.comBrian Steinberg Senior TV Editor Taylor Tomlinson has proven herself to be a big draw among younger crowds and those savvy with social media.
Now CBS hopes the new “After Midnight” host will have similar appeal with a decidedly niche sector: B-to-B advertisers. The network is trying to develop partnerships with a cluster of marketers that typically find their customers among decision-making executives at corporations.
One such advertiser is Codingscape, a technology consultant that sees an alliance with Tomlinson as something that will help get potential clients to view the company as innovative.
Instead of putting traditional TV ads on Tomlinson’s late-night show, however, Codingscape wants to run digital ads with its message posted alongside clips of her in action. “This is a B-to-B that people haven’t heard of,” says Alan Gould, co-CEO of MutualMarkets, a tech upstart that has developed a system for pairing advertisers with TV programs that suit their products, services or image.
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