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.
Anthology is a creative brief based program that combines the insights and scale of Facebook with the reach and relevance of large publisher partners.
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.
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)
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.
Oh My Disney – Ability to leverage assets and properties of Disney in short form content that is designed to be shared.
The Onion – satirical news content creator
TasteMade – Mobile centric video network that reaches 25 million people monthly
Funny or die – Original & UGC Comedy & Pop Culture Content creator
Electus Digital – Properties include Collegehumor.com, Dorkly (Geek Culture) and Nuevon (Hispanic)
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.
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.
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
