CBS Interactive Launches In-House Advertising Initiative

SAN FRANCISCO: CBS Interactive has launched Studio 61, an initiative focused on creating branded content for marketing partners.

Studio 61 will rely on an in-house team of creative talent that will develop unique custom content due to run on the portfolio of CBS Interactive brands. Those brands span multiple vertical markets including sports, entertainment, technology and gaming. Global media agency MEC will be one of the first Studio 61 partners, working across its client roster to produce custom video content intended to engage audiences across multiple verticals.

“As the largest distributor of premium content on the web, we have a definitive view on what kind of information consumers are interested in today and what they will be focused on in the future,” said Jim Lanzone, the president and CEO of CBS Interactive. “Our marketing and brand partners rely on us to help them predict what type of custom content will resonate and provide value to our audience.”

“Consumers depend on digital properties such as CNET, CBSSports.com, GameSpot and CBSNews.com because they offer trusted expertise in their respective categories,” said Dave Morris, the chief revenue officer for CBS Interactive. “Brand trust is critical to an effective custom content campaign.”

Gian LaVecchia, the managing partner of digital content marketing at MEC North America, commented: “As we continue to evolve our digital content practice to best address marketing’s rapid transformation and its impact on modern storytelling, we are actively vetting and evaluating partners who can assist in the production of breakthrough creative content experiences. Studio 61 not only offers strong in-house creative and production capabilities, but they understand how to reach audiences at scale.”