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Roku to Launch Branded Content Studio

The company will reveal more details on the studio, including some of its first clients and projects, around the upfronts.

To jumpstart its branded content business, Roku has cut something like an acqui-hiring deal with the comedy studio and entertainment brand Funny or Die that will see its “super talented team of producers, editors, designers, creatives and more” join Roku, according to Robbins, alongside Funny or Die executives Chris Bruss and Brian Toombs. As part of the deal, Funny or Die is exiting the branded content business.

In addition, former Snap executive Rachel Daly Helfman will join the studio.

The new studio also continues Roku’s content expansion, with the company acquiring Quibi’s library of programming, and more recently the library and studio for This Old House. Those programs, as well as original programming developed by the content studio, will live in the Roku Channel app.

Some campaigns from the studio may also live on Roku’s home screen, or elsewhere on the platform such as in third-party apps, Robbins says.

“The first TV ads were just images over a radio ad, the first streaming ads were just 30 second TV spots,” Robbins says. “Our goal with this content studio is to help marketers create something entirely new for streaming, and to build branded content for a world where all TV is streamed.”

This article was originally published by The Hollywood Reporter.

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