By Sahil Patel
CBS Interactive has launched Studio 61 in a bid to create more custom content for marketers interested in reaching its online audience.
The in-house unit brings together a team of creative talent, CBS’s production capabilities, and the insights CBS Interactive has about the people who regularly visit its portfolio of digital properties, which include CBSNews.com, CBSSports.com, CNET, and GameSpot. Services include campaign options that range from short- and long-form video to social media posts, infographics, and various “custom data integrations,” the company said.
At launch, MEC is on board as one of Studio 61’s first partners. The agency will explore opportunities across its client roster to produce custom video, with a focus on reaching audiences across multiple verticals, in partnership with Studio 61.
CBS Interactive is just the latest in a long line of digital publishers to open an in-house business dedicated exclusively to branded content. As recently as last week, The Hollywood Reporter and Billboard launched a similar unit, and Complex Media brought in filmmaker Spike Lee to advise and assist on such matters.
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