Dive Brief:
- On Thursday, Facebook officially launched Anthology—a partner program that will match up advertisers with digital media partners to develop original video content.
- Publishers including Vox, Vice, and Funny or Die plan to be involved in the partner program.
- Facebook data will be utilized to develop branded video content for specific audiences, and will then be used to harness that knowledge to target audiences on a granular level.
Dive Insight:
With daily views recently exploding to 4 billion, Facebook video has been getting a good deal of attention. Anthology could be a useful resource for brands who want to make the most of their Facebook video strategy. Having the Facebook data available before the video is even created will help brands be more confident in the strength of their content.
