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Macy’s In Driver’s Seat For New Ad Platform On Facebook

Macy’s, a company synonymous with the holiday season,  has always led the way in holiday advertising. Whether it’s being the first to put Santa Claus in their store, or kicking off the shopping season with giant balloons at their Thanksgiving Day Parade, they never shy away from innovative marketing.

This year they have decided to team up with Facebook to kick off a new video advertising platform. According to Facebook vice president David Fischer, over 100 million videos have been uploaded from the social media platform since June (spawned, no doubt, from the viral ice bucket challenge) making Facebook the place more people are discovering videos than anywhere else.

With 1.3 monthly viewers facebook also boasts over a billion video views a day. So it’s no surprise that brands are itching to see how well this new medium will perform, or that Macy’s wants to be the first brand on board to try it.

Part of Macy’s aggressive Black Friday campaign, they will be the first to use what Facebook is calling its Autoplay Video Ad platform. The ads will appear within the newsfeed, and give users the option of clicking into the advertisement for sound and full screen viewing. It will also feature call-to-action capabilities that not only allow you to take advantage of whatever is on promotion, but also to like or share the ad as well.

Orlando Beres, director of the national media relations at Macy’s was quoted as saying: “As new vehicles emerge that provide us with enhanced opportunities to engage with our customers, we look to trial and understand the capabilities of the product to deliver compelling communications to shoppers…This new video advertising platform allows us to extend the reach of our broadcast advertising for the first time on Facebook.”

The ads are scheduled to go live on Thanksgiving Day, and word has it they should be very eye-catching and entertaining. They will match the TV campaign and are rumored to feature SpongeBob SquarePants, and will target women ages 21 and over.

For companies big and small this should serve as a reminder that technology never sleeps and businesses that know what they are doing aggressively use technology to push their brands.

To learn about ways Skywire can help you push your brand using the most cutting-edge technology click here.