Art + Science = Facebook Anthology Initiative

I recently attended the latest Facebook Openbook event in NYC. The topics included the latest video product updates and the new Anthology initiative was unveiled.

Openbook

Anthology is a creative brief based program that combines the insights and scale of Facebook with the reach and relevance of large publisher partners.

Anthology

Facebook is providing access to insights rooted in detailed analysis of target audiences to inform publisher creative. Their goal is to combine art + science to inform the creation of highly relevant & shareable content that drives business.

Facebook Anthology Purpose

There are 7 initial partners in the program.

Vox Media – Millennial Focused media entity targeting: Sports (SB Nation), Tech (The Verge), Gaming (Polygon),  Real-Estate (Curbed), Food (Eater) & Racked (Retail/Shopping)

Vox Media

Vice Media – Millennial Focused media entity that creates over 6,000 pieces of content daily across 10 primary channels covering news, music, tech, food, sports and fashion, all by young people, for young people.

Vice

Oh My Disney – Ability to leverage assets and properties of Disney in short form content that is designed to be shared.

Oh My Disney

The Onion – satirical news content creator

The Onion

TasteMade – Mobile centric video network that reaches 25 million people monthly

tastemade

Funny or die – Original & UGC Comedy & Pop Culture Content creator

Funny Or Die

Electus Digital – Properties include Collegehumor.com, Dorkly (Geek Culture) and Nuevon (Hispanic)

Electus Digital

Each publisher partner created a mock “anthology” based on Facebook insights and a hypothetical brand/agency creative brief. Each anthology program had it’s own unique creative slant based on the insights provided by Facebook and the unique perspective of the publisher.

ForD Anthology

The publishers produce the content and partner with Facebook to distribute the content both through Facebook’s media network as well as their own distribution properties.

anthology example

The Anthology program can be beneficial for brands and agencies alike as it is a quick way to collaborate with some of the most relevant millennial focused publishers as well as leverage proprietary user data and insights provided by Facebook.

Follow Tom Edwards @BlackFin360

BlackFin360

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s