The streaming platform will bring former Fun or Die branded content to employees and develop “TV-quality” sponsored programming for advertising dollars. Roku is getting into the branded content business. The streaming platform, which now has more than 50 million active accounts, will launch Roku Advertising Brand Studio ahead of TV Upfront and IAB New fronts.
According to new studio advertising marketing Dan Robbins’s Roku VP, “The new traditional ad formats and programming will produce full-blown TV programming for marketers who want to go beyond that traditional 30-second ad unit.” “It could be ad-commissioned TV programs, interactive video ads, new ad units, and more,” Robbins tells the Hollywood Reporter.
“It could be a stop movie and produce and produce a cooking show for the grocery brand … or an adventure documentary for an outside brand that wants to reach the cord-cutter.” The company will reveal more details on the studio, including some of its earlier clients and projects, around the upfront.
To further expand its branded content business, Roku has cut like an acquaintance-seeking deal with comedy studio and entertainment brand Fannie or Die, with its “super talented team of producers, editors, designers, creatives and more.” Will see Robbins, according to Tokku, along with Fannie or Die executives Chris Bryan and Bryan Tombs. As part of the deal, phony or dye-branded material is going out of business.
In addition, Snap’s former executive Rachel Daly will join Hellman Studios. The new studio also continues Roku’s content expansion, with the company acquiring the Quibi Library of Programming, and more recently the library and studio for this Old House. Those programs, as well as original programming developed by Content Studio, will go live in the Roku Channel app.