MediaCom is partnering with Facebook as part of a new service it claims will ensure that brand content is “appropriate and effective” on each major digital platform.
The service, called ‘Feed Ready’, claims to remedy the problems advertisers face when repurposing content across a range of platforms, including Facebook, Instagram, LinkedIn, Snapchat and Twitter.
MediaCom claims that boosting viewing time to 10 seconds generates a four-fold boost in brand recall and a three-fold increase in purchase intent – delivering a 40% increase in media value.
Feed Ready kicks off with a new digital video lab called Køre. Set up in partnership with Facebook, the GroupM agency will work together with the social network’s Creative Shop to ensure content “maxisimises consumer receptivity” on both Facebook and Instagram.
The initiative will first run in EMEA, starting with the UK and Germany, and with other global markets such as the US expected to follow “shortly”. It will be overseen by Palle Finderup Diederichsen, head of MediaCom Beyond Advertising EMEA, and Renée Mellow, head of paid social, worldwide.
“Facebook is an important platform for our clients and having content that is adapted to its nuances is a key step in maximising the effectiveness of their messages,” said Deirdre McGlashan, global head of digital at MediaCom, and an M&M Global blogger.
“As the ‘Content + Connections’ agency we understand it is vital that content fits with this environment to ensure that MediaCom clients benefit from more effective content in the feed.”