Facebook and Twitter Go Head to Head for TV Ad Spend

written by: Richard Kastelein

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 from The Wrap has written a well-researched piece on the current battle between Facebook and Twitter in the Social TV Wars to grab more advertising market share as they both claw at TV Ad spend.

Facebook is going after one of Twitter’s primary revenue streams, TV networks

Facebook has been on a year-long push to persuade television networks it is vital to the success of their programming. CEO Mark Zuckerberg wants networks to treat Facebook as a cornerstone of their marketing campaigns, spending money earmarked for radio or magazine advertisements on it instead.

And his social network has made headway by showing networks compelling data to prove it can increase viewership of a new show.

“We see TV networks embracing us in ways they didn’t 6 months ago,” David Lawenda, Facebook’s head of U.S. advertising sales, told TheWrap at Digital Entertainment World last week. “They are already eager to place big investments around the fall season. We’ve proven results.”

The amount of TV banter that takes place on Facebook relative to Twitter remains up for debate, according to Shaw:

Facebook argues it has far more than anywhere else, but that’s if you count by number of interactions — and every “like” on a particular comment about TV would fit into that box. If you just look at comments, the numbers are much closer, and as those close to Twitter point out, metrics are comparable — even though Twitter is a fraction of the size.

“I’ve always thought there was an intense amount of competition between Facebook and Twitter, but in the early days the platforms weren’t as well defined and the competition was more nebulous,” Gartner analyst Brian Blau told TheWrap. “Today the competition is different. They are clearly staking out similar territories and going after the same type of advertisers.”

Twitter loves to trumpet how much conversation happens during live events since conversation during a show demonstrates an engaged audience. But monetizing that audience is more important than volume of chatter, and Twitter is ahead of Facebook in targeting networks.

The two camps now share advertising revenue generated through Twitter’s Amplify program, which helps advertisers synchronize advertisements on television and Twitter to broaden the message. Lori Schwartz, a former executive at McCann who consults with myriad TV networks, pointed to Twitter’s Amplify deal as one of many examples where Facebook is late to the game.

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About the Author

Richard Kastelein
Founder of The Hackfest, publisher of TV App Market and global expert on Media & TV innovation, Kastelein is an award winning publisher and futurist. He has guest lectured at MIT Media Lab, University of Cologne, sat on media convergence panel at 2nd EU Digital Assembly in Brussels, and worked with broadcasters such as the BBC, NPO, RTL (DE and NL), Eurosport, NBCU, C4, ITV, Seven Network and others on media convergence strategy - Social TV, OTT, DLNA and 2nd Screen etc.

He is a Fellow of the UK Royal Society of Arts (RSA) and UK Royal Television Society (RTS) member.

Kastelein has spoken (& speaking) on the future of media & TV in Amsterdam, Belfast, Berlin, Brussels, Brighton, Copenhagen, Cannes, Cologne, Curacao, Frankfurt, Hollywood, Hilversum, Geneva, Groningen (TEDx), Kuala Lumpur, London, Las Vegas, Leipzig, Madrid, Melbourne, NYC, Rio, Sheffield, San Francisco, San Jose, Sydney, Tallinn, Vienna, Zurich...

He's been on advisory boards of TEDx Istanbul, SMWF UK, Apps World, and judged & AIB awards, Social TV Awards Hollywood, TV Connect & IPTV Awards.

A versatilist & autodidact, his leadership ability, divergent and synthetic thinking skills evolved from sailing the world 24000 miles+ offshore in his 20′s on sailboats under 12m.

He spent 10 years in the Caribbean media & boating industry as a professional sailor before returning to Europe, to Holland.

A Creative Technologist and Canadian (Dutch/Irish/English/Metis) his career began in the Canadian Native Press and is now a columnist for The Association for International Broadcasting and writes for Wired, The Guardian & Virgin. His writings have been translated into Polish, German and French. 

One of Kastelein's TV formats was optioned by Sony Pictures Television in 2012. 

Currently involved in a number of startups including publishing TV App Market online, The Hackfest and Tripsearch TV. As CSO for Worldticketshop he helped build a $100m company.

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