CBS Interactive's New Unit Creates Custom Content For Marketers

CBS Interactive has started a new group to create custom-branded content for marketers.

Studio 61 will be a dedicated in-house team charged with producing custom content running on CBS Interactive platforms -- including short- and long-form video, social-media content, infographics and custom data integrations.

Group M’s media agency MEC will be one of the first Studio 61 partners.

“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,” stated Jim Lanzone, president/chief executive officer of CBS Interactive.

Studio 61 says it will take advantage of the 300 million consumers that visit the all CBS Interactive businesses each month, including sports, entertainment, technology and gaming content on brands such as, CNET and GameSpot.

Some previous CBS Interactive branded content has included “NBA 2K14 Challenge,” a sponsored video game challenge on GameSpot; “Hawaii Undiscovered,” a branded, online extension of Hawaii Five-0 on; and “Weekly Picks,” a sponsored, interactive fantasy football game on



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