With an emphasis on entertainment and mobile video
Facebook on Sunday opened up its South by Southwest activation to showcase many of the tools, insights and services it offers to marketers. The company is one of countless tech players exhibiting their wares in sizable spaces in downtown Austin, Texas.
“Everyone who comes here wants to learn, listen and share, and we’re no different,” said Bob Gruters, Facebook’s U.S. group director, entertainment, technology and connectivity, multicultural. “This is an amplified stage.”
Gruters and his colleagues are looking to amplify the message of mobile video in particular, after Facebook revealed its largest business-to-business campaign to Adweek on Sunday. And they’re equally heralding Facebook’s ability to help entertainment marketers drive their businesses in terms of selling movie tickets, driving TV or live video tune-in and generally building audiences.
“We want to tap into the creativity that’s so natural to their businesses,” said Gwen Throckmorton, Facebook’s U.S. head of industry entertainment. “And help them achieve their outcomes in new ways.”
Throckmorton continued, “They are obviously some of the best storytellers in the world—the publishers and marketers we work with. They understand how to tap into emotion, and entertainment is emotional. But when you look at it, our goal, at the end of the day, is to help them identify [opportunities] and ultimately convert their audiences for [whatever their business objectives might be].”
Gruters pointed to a 2016 campaign for the Sony film Money Monster that lifted females’ intent to see the movie by three times. The video-based effort utilized Facebook’s tools for optimizing creative, ad frequency and people-focused targeting.
“We want to help you build a plan that’s going to help you get from A to Z as fast as possible,” Gruters said. “And we encourage you to measure everything.”
Throckmorton added, “It’s about how it all comes together to ultimately inform their business.”