MUMBAI: Ben Silverman‘s newly formed content studio Electus has entered into a strategic partnership with Yahoo! and will develop and produce exclusive premium content for the online major and its advertising partners.

The new relationship will not only produce original programming for Yahoo! users, but will also give advertisers new opportunities to integrate their brand messages into the next generation of online programming.
 
"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," said Electus CEO Ben Silverman.

"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," adds Silverman.
 
Under this partnership Electus will develop a number of original concepts for Yahoo! in partnership with advertising partners. Both Electus and Yahoo! will work together on delivering the final custom experiences on Yahoo!

"Yahoo! is bringing together entertainment and advertising to build differentiated experiences that help redefine branded entertainment. Yahoo!‘s original content formula has generated some of the web‘s successful programming, and the addition of Electus‘ creative expertise will help drive the next wave of branded programming that delivers audience engagement and advertiser results," says Yahoo SVP North America revenue and market development Joanne Bradford.