CBS Interactive Launches In-House Advertising Effort

CBS Interactive is joining the parade of media companies launching in-house advertising-production efforts in an attempt to gain a stronger foothold with clients both current and potential.

The CBS unit launched Studio 61, a unit focused exclusively on creating content for advertisers designed specifically to run on media properties such as CNET, CBSNews.com and GameSpot.

Studio 61 offers creative ideas, production capabilities and research on what appeals to consumers who visit the company’s suite of digital properties.

MEC, the WPP Group-owned media-buying unit,will be one of the first Studio 61 partners, producing custom video content for various clients across different outlets under the CBS Interactive umbrella. The agency is “actively vetting and evaluating partners who can assist in the production of breakthrough creative content experiences,” said Gian LaVecchia, managing partner, digital content marketing, MEC North America, in a prepared statement.

Viacom has unveiled similar units aimed to help advertisers looking for digital and social-media extensions related to the company’s content. Last week, Nickelodeon offered a similar proposal. Walt Disney’s kids’ cable networks have also offered such services to advertisers

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