Social video advertising outfit Sharethrough will take part in an extension of the Facebook Credits program that will allow users of the social network who play select games and watch videos contained within them to earn Facebook Credits, which they can then use to purchase premium goods in social games and applications.
Branded video content will be embedded directly into games on the Facebook platform, and users who choose to view the videos will earn Facebook Credits.
Sharethrough said its data show that Facebook is the top-performing platform for advertising within video games, and brand video-sharing rates on the social networking site have been 270 percent higher than those on other platforms.
Cofounder and CEO Dan Greenberg said:
Sharethrough exists to help brands succeed with content, not ads. This program is a huge validation of that vision, as it will create premium opportunities for brand video content to be seen and shared. We are thrilled to see Facebook provide game publishers with a powerful new way to monetize their games via Facebook Credits and for the lift that this will bring to the social video advertising industry.