iWorld
Facebook to provide more video ad options for advertisers
For advertisers, social media giant Facebook has decided to come up with some more advertising options.
Through a blog post, Facebook stated how they will now allow companies to advertise on premium video content through the In-Stream Reserve program.
As per Facebook, the selected-content includes “the most engaging, highest quality publishers and creators”. This content will be shown to specific target groups verified by global information and measurement company Nielsen.
Facebook explained how the In-Stream Reserve is a great option for premium online video and TV buyers, particularly those targeting younger, compact demographics and irregular TV viewers.
As per Facebook, the in-stream video ads are fully watched 70 per cent of the time. The In-stream reserve categories allow an advertiser to select which topics they want their ads to run on, including sports, fashion/beauty and entertainment.
The social media company will also let the advertisers to advertise on specific shows or for an exclusive advertiser for a single show. “These types of ads are being tested on,” said Facebook.
“The ThruPlay program will only charge advertisers if their ad is watched to the end, or viewed for at least 15 seconds,” Facebook added.
iWorld
Zeel to invest up to Rs 116 crore in PhantomFX for AVGC push
Strategic deal targets VFX, animation and gaming to scale global IP play.
MUMBAI: Lights, camera… and now a lot more action behind the scenes Zee Entertainment Enterprises Ltd. is doubling down on the magic that happens after the shoot, betting big on visual effects and animation to power its next growth chapter. The company has approved a strategic investment of up to Rs 116 crore in Phantom Digital Effects Ltd., marking a decisive push into the fast-growing Animation, Visual Effects, Gaming and Comics (AVGC) segment. The investment will be made through compulsorily convertible debentures in one or more tranches, subject to shareholder approvals.
The move signals a clear shift in Zeel’s playbook from just telling stories to engineering how they look, feel and travel across platforms. With PhantomFX’s global footprint spanning key markets such as the US and UK, the partnership is expected to significantly enhance ZEEL’s ability to create high-impact, visually rich content across OTT originals, animation, gaming and mythology-led formats.
At the heart of the collaboration lies a blend of storytelling muscle and technological precision. Zeel plans to tap into PhantomFX’s AI-integrated production workflows, proprietary pipelines and post-production expertise to improve efficiency and scale across projects. The two companies will also jointly develop original intellectual properties for OTT, gaming and licensing, expanding monetisation avenues beyond traditional formats.
The partnership is structured as non-exclusive, allowing PhantomFX to retain operational independence while continuing to serve its global clientele. For Zeel, however, the alliance offers a steady pipeline of creative and technical capabilities, enabling it to strengthen its omni-channel strategy and build globally relevant content assets.
PhantomFX brings with it an impressive pedigree. Its network includes award-winning studios such as Tippett Studio known for Academy Award-winning work on Jurassic Park and Star Wars: Episode VI – Return of the Jedi and Milk Visual Effects, which has bagged both an Oscar and a BAFTA for Ex Machina.
The investment comes at a time when the AVGC space is rapidly expanding, driven by demand for immersive, effects-heavy storytelling and cross-platform content experiences. For Zeel, this isn’t just a deal, it’s a visual upgrade to its global ambitions, where pixels, pipelines and IP could define the next blockbuster moment.
