NBCUniversal is launching The Content Studio, a production entity dedicated to branded content, the company said on Monday. The initiative will be led by Wendy Wildfeuer, SVP, The Content Studio.

“Branded content is becoming increasingly more important as advertisers seek scaled opportunities to break out of the clutter in today’s crowded media landscape,” said John Harrobin, chief marketing officer, advertising sales, NBCUniversal, in a statement. “We have a long history of working with national marketers to reach diverse audiences with custom creative content we develop for clients.

“The NBCU Content Studio makes it easier to bring clients the unique ideas and opportunities that only our portfolio of networks and talent can provide. Combined with our massive reach, distribution and advanced audience targeting capabilities, we now have another way to solve our brand partners’ needs, and enable them to build long term value with their customers.”

Content created by The Studio can be used both by the networks and digital platforms of NBCUniversal as well as by the clients, including on their mobile sites, apps and retail channels. The Content Studio will tap into the resources of NBCUniversal, including its talent, data, distribution and scale, and that includes its new partners BuzzFeed, Vox and AOL, reports Adweek.

While The Studio is new, the idea is not. For years, NBCU has developed custom content for clients across its portfolio, including for Amazon, Fiat and Paramount’s Zoolander 2. The company also has created integrated partnerships between Kohl’s, Nissan and NBC’s The Voice; Citi and the Today concert series, which recently hosted Coldplay; former NBC parent company GE and The Tonight Show starring Jimmy Fallon, which includes kid inventor segments “Fallonventions”; and Comcast, Samsung, Toyota and USA’s Playing House.

More and more studios are creating separate production entities dedicated to creating branded content in collaboration with advertisers, such as Turner’s Courageous.

RELATED: Turner Launches Courageous Branded Content Studio

READ MORE: Adweek

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