I recently attended the latest Facebook Openbook event in NYC. The topics included the latest video product updates and the unveiling of the new Anthology initiative.
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 analyses of target audiences to inform publisher creative. Their goal is to combine art and science to inform the creation of highly relevant and shareable content that drives business.
There are seven initial partners in the program:
1. Vox Media – Millennial-focused media entity targeting sports (SB Nation), tech (The Verge), gaming (Polygon), real estate (Curbed), food (Eater), and retail/shopping (Racked)
2. 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 and for young people
3. Oh My Disney – Brings the ability to leverage assets and properties of Disney in short-form content that is designed to be shared
4. The Onion – Satirical news content creator
5. TasteMade – Mobile-centric video network that reaches 25 million people monthly
6. Funny or Die – Original and UGC comedy and pop culture content creator
7. Electus Digital – Properties include Collegehumor.com, Dorkly (Geek Culture), and Nuevon (Hispanic)
In the unveiling, each publisher partner had created a mock “anthology” based on Facebook insights and a hypothetical brand/agency creative brief. Each anthology program had its own unique creative slant based on the insights provided by Facebook and the unique perspective of the publisher.
In the future, the publishers will produce the content and partner with Facebook to distribute the content through both Facebook’s media network and their own distribution properties.
The Anthology program can be beneficial for brands and agencies alike. 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