Roku announces new branded content studio
Courtesy of RokuRoku has announced the launch of their own advertising brand studio which will produce new creative branded content formats and TV programming tailored for marketers. Roku has also announced the key studio members.
The studio will focus on going beyond the traditional ad unit and Roku has announced their team will be working on “advertiser-commissioned short-form TV programs, interactive video ads, and other branded content on The Roku Channel.”
“We’re excited to launch a new advertising brand studio for marketers to create streamer-first campaigns on America’s #1 TV streaming platform,” said Dan Robbins, VP of Ad Marketing, Roku. “The advertising content studio will help marketers go beyond a standard 30 second video ad spot and amplify big moments in the marketing calendar. Activations geared at cord-cutters could look like a cooking show for a grocery brand or an adventure documentary for an outdoor brand. We believe that heading into this Upfront, TV starts with Roku. And for marketers seeking to engage those consumers from the top of the funnel on down to the bottom, Roku is positioned to truly maximize their success.”
In launching the studio, Roku has completed an agreement with the Funny Or Die Branded Entertainment division. Several of the comedy site’s branded content team members will join the Roku team and Chris Bruss and Brian Toombs from Funny Or Die along with Snap Inc.’s SNAP Rachel Daly will join Roku’s Patrick Colletto in leadership roles for the studio. Previously Bruss served as Funny Or Die’s president of digital content and head of its Gifted Youth commercial production company, while Toombs served as senior VP of branded content production.
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The studio will add to Roku’s existing advertising offering which includes sponsorships and native ads such as TurboTax partnership that will bring the 2021 March College Hoops Hub which includes free college basketball content for streamers and an augmented reality lens.
Robbins said of the team, “We’re thrilled to onboard industry veterans Chris Bruss, Brian Toombs and Rachel Daly Helfman, who will bring deep knowledge and experience executing branded content campaigns to Roku.”
Bringing on a creative team that worked at Funny Or Die shows exciting promise for the types of content that the studio could be releasing. The brand has launched popular series such as Between Two Ferns, Billy on the Street, and Drunk History. The comedy site’s work in the past with brand’s like Skittles and Under Armor UAA for celebrity branded comedy content might give a window into some of the ideas the team may bring to Roku. Other Funny Or Die branded campaigns like Rob Riggle’s Internet Taste Test for Pepsi cemented the site as a name in branded comedy content. Having online and comedy-minded heads at the front of the studio may mean types of branded content that haven’t been seen before.
The Link LonkMarch 24, 2021 at 05:31AM
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Roku Launches Ad Content Studio With Funny Or Die Talent - Forbes
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