By Sahil Patel
Facebook has officially unveiled its Anthology program, which is designed to pair digital publishers with advertisers to create exclusive video content for the social network.
“Anthology is equal parts art and science, pairing publisher creativity with Facebook advertising insights to create custom campaigns that meet brands’ business goals,” the social giant said in a blog post. In other words, Anthology will focus on combining the storytelling and production capabilities of its publishing partners with audience and other insights from Facebook to help advertisers create video ads that get viewed and shared on Facebook.
Of course, brands can work with any publisher to create exclusive content for Facebook, but only the Anthology publishers are official “Facebook Marketing Partners.” “This means that in addition to offering creative and production services, each is trained on how to get the most out of the Facebook platform to drive business results,” said the social giant.
Anthology will be a key offering for advertisers as video consumption on Facebook continues to skyrocket. During its Q1 earnings call, Facebook COO Sheryl Sandberg said the social network now generates 4 billion views per day, up from 3 billion in January.
“Late last year, we embraced native uploading to the Facebook platform and in just a few short months, Facebook now represents a large and growing percentage of Tastemade audience and viewership around the globe,” said Tastemade co-founder Steven Kydd. Tastemade will develop a slate of branded programming specifically for Anthology and will bring it to market in partnership with the Facebook sales team.
The announcement was made Wednesday night by Facebook during a private event for advertisers in New York. A few of Facebook’s partners and competitors will make similar pitches to advertisers during the next two weeks as the annual Digital Content Newfronts get started.