Ben Silverman’s newly formed content studio Electus, an operating business of IAC, and Yahoo! have entered into a strategic partnership in which Electus will develop and produce exclusive premium content for Yahoo! and its advertising partners.
The companies said that the new relationship will produce original programming for Yahoo! users and also give advertisers new opportunities to integrate their brand messages into online programming.
Under the partnership, Electus will develop a number of original concepts for Yahoo! in partnership with advertising partners and both Electus and Yahoo! will work together on delivering the final custom experiences on Yahoo!.
In addition, the partnership will also expand Yahoo!’s branded programming and drive creativity throughout the development of its new premium content initiatives.
Ben Silverman, CEO of Electus, said: “Content creators and producers are looking for more direct relationships with their audiences and advertising partners, and this partnership will allow advertisers to have fresh ideas matched with premium experiences that enable their messages to be delivered directly to their consumers.
“Yahoo! is the ideal partner for this initiative; not only do they have the audience reach and a deep understanding of what consumers want, but they have a long history of successful custom campaigns that deliver for all partners involved. And this deal moves them even further along that path.”
Launched in partnership with Barry Diller’s IAC, Electus is defining an advertising component that will challenge the traditional entertainment silos, allowing content creators and branding partners to develop programs and reach audiences. The content will be distributed globally through the Electus international distribution arm and across a multitude of analog and digital platforms, the companies said.
