Yahoo has partnered with Ben Silverman's production company Electus, in which Electus will develop and produce premium content for Yahoo and its advertisers.
The partnership is aimed at driving creativity in online programming. Electus will develop a number of original video concepts for Yahoo in partnership with advertisers. The specific types of projects were not announced.
"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 Ben Silverman, CEO of Electus.
"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. And this deal moves them even further along that path."
Electus said the partnership with Yahoo is the first of a number it plans on announcing in the coming months.
"Yahoo! is bringing together the worlds of entertainment and advertising to build differentiated experiences that help redefine branded entertainment," said Joanne Bradford, senior vice president of North America revenue and market development at Yahoo!