By Sahil Patel
It’s been a big year for video on Facebook, which says it now generates more than 3 billion views every day. Now, like other video giants in the space, it wants to convince more ad buyers — especially from the TV world — to allocate more money to its network.
According to The Wall Street Journal, Facebook is planning an event in New York for advertisers on April 22, the week before the annual Newfronts confab are scheduled to start. It will be an opportunity for Facebook to pitch advertisers on its video capabilities, including its growing reach among the important-to-reach millennials, as well as provide a preview of what’s to come.
At the center of the presentation will be Facebook’s new “Anthology” program, which is the company’s new play for original and branded content created exclusively for its platform. Facebook has been partnering with publishers like Vice and The Onion to create exclusive video content; per WSJ’s report, it’s expected that these and other partners will pitch what they are doing to advertisers at the pre-Newfront event.
It’s likely that Facebook will show off other video ad products it has in the pipeline. After all, a few media partners — the NFL and Fox Sports — have already started monetizing some of their video content on the social network.
The next month or so is a big time for online video companies. Entering their fourth year, the Newfronts were designed as the industry’s answer to the TV upfronts, where digital video networks and publishers ranging from YouTube to The New York Times could pitch what they had to offer to advertisers hoping to reach people who are increasingly consuming video content on the web.
While not an official Newfront event, Facebook is not new to the upfront thing. Last year it participated in the IAB’s UK Upfronts, where it first started publicly calling itself a “video” platform. Three billion views per day later, that’s not such a crazy thought.