Warc, 6 August 2013
NEW YORK/SAN FRANCISCO: Facebook and Twitter are stepping up
their efforts to increase their share of the global TV ad budget as technical
developments begin to enable advertisers to target people who use digital
devices while watching TV.
As reported in the Financial Times, the two social network
giants have been rolling out a number of initiatives over the summer in a bid
to earn more from global TV adspend, which is expected to be worth $205bn this
year.
Facebook has launched a campaign, dubbed "reach for the
beach", to highlight the fact that holidaymakers take their mobile phones
with them while leaving their TVs at home.
It comes as recent research from eMarketer has shown that
the amount of time people in the US spend consuming digital media will overtake
the hours they spend watching TV for the first time this year.
Carolyn Everson, Facebook's vice-president of global
marketing solutions, said mobile has overtaken TV to become "the primary
screen", although she didn't expect TV and Facebook to be locked in
rivalry. "I think we're at a stage where the conversation is really TV
plus Facebook," she said.
The company has commissioned a study from Nielsen, the
market research firm, which found that more people aged 18 to 24 used Facebook
than any of the four major US TV networks between 8pm to 11pm during weekdays.
It is currently developing 15-second video ads that can
replay TV ads on Facebook and plans to launch the initiative in October. It is
also working on the means by which ads on Facebook could be linked to a TV show
in real time.
Twitter, meanwhile, has formed partnerships with media
companies to monitor what people tweet while watching TV and it expects to use
the information to help target ads on Twitter.
Adam Bain, Twitter's chief revenue officer, said: "We
often have thought about Twitter plus TV, but we are now thinking about Twitter
times TV."
However, advertisers are weighing up the pros and cons of
linking in their offerings to the social networks.
Joe Mele, a senior vice-president at Razorfish, the
Publicis-owned digital marketing group, cautioned whether consumers would want
to receive ads while tweeting, for example, about the presidential debates or
the Super Bowl.
He said: "There is a question about whether or not just
because you are watching something on TV means you want that same experience on
a different device."
Data sourced from Financial Times; additional content by
Warc staff
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