Facebook Knows What You’re Streaming
The social media company is working with A&E and a streaming startup to tailor more conventional commercials for viewers.
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The Most Interesting Man in the World is said to have invented skinny-dipping and parallel-parked a train, but he’s had trouble holding people’s attention on Facebook. A decade ago, TV commercials listing the Connery-esque mondain’s fictional achievements, backed by a jingle heavy on Spanish guitar, helped turn Dos Equis from a fringe beer into a best-seller.
On Facebook, though, you’d have to click for the sound, so many people would scroll past the ad and didn’t catch any of the Most Interesting Man’s feats, or hear the Spanish guitar, or even see a bottle of beer. “The ad may work better than most, but the consumer still has the right to swipe past it,” says Ron Amram, manager of global media for Dos Equis owner Heineken.