iWorld
Facebook introduces an easier way to create ads and measure their impact
NEW DELHI: Facebook has redesigned its ad buying and reporting tools based on responses from businesses.
The ad buying process will start with a simple question – what’s your advertising objective? – and the Facebook tools will recommend an appropriate ad based on that objective, and then help determine how the ads performed against the objective.
The updates, which we call objective-based ad buying and reporting, are part of ongoing efforts to make advertising on Facebook as simple as possible. In June, Facebook announced efforts to streamline Facebook ad types and provide consistency across formats. In July, ad products were streamlined, removing online offers, sponsored results and question ads. In August and September, it became possible for marketers to upload one image size that would work for all types of ads on Facebook, and the social site started offering a preview of how they would appear across Facebook.
Feedback received from businesses was that when creating an ad, they did not want to choose an ad unit – they wanted to meet an objective. Facebook then spoke with marketers of all types and sizes to uncover the objectives that matter most to them. They are: Clicks to Website, Website, Conversions, Page Post Engagement, Page Likes, App Installs, App Engagement, In-store Offer claims, Event Responses.
In turn, these objectives have become the new starting point for buying ads on Facebook. Based on the objective a business chooses, Facebook will recommend an appropriate ad-type (i.e., a Page post link ad to drive clicks to a website).
iWorld
Epic Company launches unified Epic Studio for films and OTT
Vivek Krishnani to head films business; Samar Khan leads OTT & Television.
MUMBAI: Epic just merged its creative superheroes under one cape because when films and OTT need to fight for attention together, you don’t keep them in separate universes. The Epic Company has launched Epic Studio, a next-generation creative and production powerhouse that unites Juggernaut Productions and Movieverse Studio under a single banner. The move creates a streamlined, scalable platform for premium storytelling across theatrical films, OTT originals, television, digital-first formats and branded content.
Vivek Krishnani has been appointed chief executive officer, Epic Studio (Films), overseeing the theatrical and film business with a focus on culturally resonant narratives across Hindi, Telugu, Tamil, Gujarati and Malayalam cinema. Samar Khan continues as chief executive officer, Epic Studio (OTT & Television) and retains his role as chief content officer for Docubay and Epic On.
The Epic Company managing director Aditya Pittie said, “Epic Studio brings together our entire creative ecosystem under one unified studio vision. This is not just an integration of verticals, but the creation of a collaborative environment where writers, filmmakers, creators, and brand partners can seamlessly develop and scale stories across formats and screens.”
Vivek Krishnani added, “We are building an audience-focused mainstream film studio committed to delivering fresh, engaging, and innovative stories for both theatrical and streaming platforms.”
Samar Khan commented, “This alignment allows us to approach storytelling with a unified studio mindset. We are building IP under one creative umbrella, with scale and longevity in mind from inception.”
The unified structure eliminates silos, enabling ideas to flow fluidly from concept to screen while adapting to evolving audience behaviour. Epic Studio positions itself as a creator-led ecosystem championing purposeful, resonant storytelling with commercial strength.
In an entertainment landscape where stories now leap between screens faster than plot twists, Epic isn’t just building a studio, it’s crafting a single launchpad where every tale gets the best shot at soaring across every platform.
