Electus, the new content studio launched by former NBC programming boss Ben Silverman, has formed a strategic partnership with Yahoo! to develop and produce exclusive premium content for Yahoo! and its advertising partners.
Electus is an operating business of Barry Diller’s publicly traded IAC. The parties say the new relationship will not only produce original programming for Yahoo! users, but will also give advertisers new opportunities to integrate their brand messages into the next generation of online programming.
“Content creators and producers are looking for more direct relationships with their audiences and advertising partners, and this partnership will allow advertisers to have fresh ideas matched with premium experiences that enable their messages to be delivered directly to their consumers,” said Silverman. “Yahoo! is the ideal partner for this initiative; not only do they have the audience reach and a deep understanding of what consumers want, but they have a long history of successful custom campaigns that deliver for all partners involved. And this deal moves them even further along that path,” he said.
Electus will develop a number of original concepts for Yahoo! in partnership with advertising partners, and both Electus and Yahoo! will work together on delivering the final custom experiences on Yahoo!.
“Yahoo! is bringing together the worlds of entertainment and advertising to build differentiated experiences that help redefine branded entertainment. Yahoo!’s original content formula has generated some of the Web’s most successful programming, and the addition of Electus’ creative expertise will help drive the next wave of branded programming that delivers audience engagement and advertiser results,” said Joanne Bradford, senior vice president of North America revenue and market development at Yahoo!.