Warner Brothers enters the digital advertising market

The US film and television company Warner Brothers has founded a new unit for digital advertising. The unit, called "Studio 2.0", will create short-form content for broadband and mobile platforms. According to the American advertising industry trade magazine Advertising Age (Ad Age), Warner Brothers' entry into the digital advertising business represents the most aggressive move by a Hollywood studio towards the advertising industry to date. Richard Rosenthal from Young & Rubicam will take over the management of the new unit, it is reported. The strategy has not yet been determined. There is neither a concrete plan nor a business plan, Rosenthal told Ad Age. The advertising will presumably be placed on the US online service AOL and licensed for other websites and wireless providers. AOL and Warner Brothers are two of seven independent companies within the Time-Warner Group.