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Lucas Shaw 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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