April 27, 2015
Facebook has launched a new marketing initiative called Anthology that enables advertisers to work with seven media partners to create sponsored videos. The company says that its media partners — The Onion, Vice, Disney, Funny or Die, Tastemade, Vox, and Electus Digital’s CollegeHumor — know how to get the most out of the Facebook platform. These video ads are one way that Facebook may be able to keep advertising, and soon publishing content, under its own roof.
The Anthology Network is intended to make it easier to find video creators that have already proven successful in reaching the desired audience among Facebook’s 1.4 billion monthly active viewers. Video ads have a huge reach on the social network, reports Variety. In the first quarter of 2015, Facebook averaged 4 billion video views per day.
“Facebook’s focus on real identity allows for rich creative development, personalization at scale, and unprecedented measurement of video ads,” said Steven Kydd, co-founder of Tastemade, a Facebook media partner.
Facebook has been pushing video growth over the last year by encouraging its content creators to post their videos directly to the social network, instead of linking out. Now, it seems Facebook doesn’t even want people to go to third parties to figure out how to market those videos.
According to Wired, Anthology is a win-win for everybody because Facebook is luring huge media companies to keep creating videos while media partners get exclusive access to the site that has become the biggest driver of online traffic. Not to mention, everyone makes money with this deal.