MediaCom has launched a new service called Feed Ready, designed to help brands distribute and optimise content on digital platforms such as Facebook, Instagram, LinkedIn, Snapchat and Twitter.
The service, which is run by MediaCom Beyond Advertising’s creative team, optimises content based on specific platform requirements, data insights and consumer content expectations.
This might include, for example, adding subtitles to appeal to users who watch video in their news feeds without sound, or cutting videos into different lengths to suit different environments.
The service is being launched with a series of partnerships with the leading ‘feed owners’ of the world. The first of these partnerships is with Facebook’s in-house advertiser advice team, Creative Shop, in a tie-up called Køre – Digital Video.
As MediaCom data indicates, having platform-appropriate content delivers a dramatic improvement in the amount of time consumers spend with brand messages.
As an example, platform-appropriate content can rather easily boost viewing time by four seconds – from an average of 6 to 10 seconds on Facebook, for instance – generating a four-fold boost in brand recall and a three-fold increase in purchase intent. Essentially, adding four seconds delivers a 40% increase in media value.
The Feed Ready concept has been part of the MediaCom Beyond Advertising (MBA) philosophy for some time and has helped the agency create content specifically for platforms such as Facebook, Tumblr and Twitter as part of award-winning campaigns for Bose and Dell.