Dive Brief:
- The merger of IAC's Electus and CollegeHumor Media has resulted in the formation of new production unit Big Breakfast, which aims to bring CollegeHumor-style Web content to TV and films.
- Included in the plans to expand to TV and film are CollegeHumor-produced branded content, which has seen some viral success in recent years.
- Electus plans to sell CollegeHumor branded content to both TV and digital media buyers, expanding its revenue potential.
Dive Insight:
The implications of bringing Web-style branded content to other screens could be huge. It seems advertisers are keen to experiment with native ads, and CollegeHumor's proven track record online could make them an ideal partner to test out TV and film. It will be interesting to see what native advertising looks like on TV and in film because it will have to be adjusted a bit for the medium.
