Sudsing Digital Media...AdAge on Warner Bros 2.0

Advertising Age - Digital - Warner Bros. Creates Short-Form Digital Ad Content Division

Excerpts:

Aimed at satisfying advertisers' growing thirst for original content and digital platforms, the division, dubbed Studio 2.0, will integrate brands and develop programming specifically for ad sponsorship.

[S]aid Bruce Rosenblum, president of Warner Bros. Television Group. "Since advertisers were intimately involved in the early days of television, it makes sense for them to be involved in this arena, too."

"The goal is to create stand-alone content that speaks to the audience. It's not about creating something that looks like a commercial."

News Corp.'s Fox TV Studios also intends to create original content with marketers in mind, aligning with branding guru Peter Arnell in a nonexclusive pact to create content across platforms.

Ad agencies are increasingly creating their own content for clients, and marketers such as Anheuser-Busch are showing they want to own and even produce their own entertainment content. Commercial production houses are creating more of their own content as well.