Facebook's management has been pushing a new philosophy lately

Facebook's management has recently been pushing a new idea that Facebook has three times times as many daily users as the Super Bowl Bowl. Meanwhile, Sheryl Sandberg, the company's chief operating officer, Lie Sandberg A similar statement at the company's third-quarter earnings conference call in 2012. In addition, Carolyn Everson, vice president of global marketing Solutions at Facebook, Carolin Evansen a similar idea in BusinessInsider's recent ignition 2012 conference in New York.

A growing number of facts suggest that the idea is also implying that Facebook is planning to start robbing advertisers of the current flow of television. In the current situation, Facebook has quietly revealed three major signs and moves, which are a sign that Facebook is aggressively robbing TV ads of revenue.

1, Facebook has now become the world's second largest network video service providers after YouTube. Despite the big gap between Facebook and YouTube, Facebook has made great strides compared with its previous counterparts. Facebook now has more video content than Yahoo, Vevo, Microsoft, AOL and other companies.

2, Facebook and Nelson (Nielsen) established a partnership to promote the "Nielsen online Campaign Fitch" mechanism, The rating mechanism can measure the audience number of Facebook's advertising campaigns in a similar way that Nielsen calculates the number of television viewers, mainly through data such as the amount of advertising users and the frequency. The results suggest that Facebook's ads can make it easier for big advertisers to use, especially as Facebook's advertising ROI exceeds the rate of return on TV advertising.

3. Facebook has established a partnership with consumer data company Datalogix. This kind of collaboration allows advertisers-especially big companies like Procter and Gamble and Unilever Unilever-to deliver customized content to their own customers through internal advertising on Facebook sites, and the advertisers can also compare the ad campaign with the control groups that don't see them. To accurately calculate the sales generated by each Facebook activity.

In addition to the idea that Facebook is stronger than the Super Bowl, the traditional media revenues that appear to be advertising television have become too saturated.

However, Lucy Jakobs Lucy Jacobs, chief operating officer of Digital media management company Spruce Media, said: "Facebook is doing its best to grab the revenue from TV commercials." However, such a goal cannot be completed overnight. For now, advertisers will also be very easy to continue to buy TV ads, after all, such infrastructure and habits have existed for many years, this framework will not be easily destroyed. But if Facebook insists on such a move, it will eventually be able to achieve the goal. ”

Rob Leathern, chief executive of Optimal, a social media analyst, also said: "I think they want this to happen." "However, similar to Jakobs, Lesne also cautioned that advertising money from advertisers may take a long time to shift from television to Facebook." But he said: "Advertisers will definitely put more video ads on Facebook next year." There is a lot of evidence that this is changing and allows users to see more and more embedded ads, not just the display ads that preceded them on the right-hand side. Obviously, television is the most original embedded advertising medium. ”

Facebook has no choice but to really need video to drive the business to a higher level.

In fact, Facebook has been under pressure to build a powerful and vibrant video platform to circumvent the adverse effects of international competition. In the Russian market, for example, the number of Facebook users is only 7 million. The larger social networking site in Russia's home market is VKontakte and one of Facebook's strong rivals in the Russian market, which now has more than 40 million users. The main reason VKontakte can be popular is that the site can provide free pirated movie content. A large number of Russian users spend almost all night on the site to watch movies for free, although this is illegal.

Of course, Facebook is unlikely to offer illegal pirated film content, but the site can learn what Google (Weibo) has been doing to provide a lot of free copyrighted video content. Watching online video has been increasingly embezzling TV scores and advertising revenue.

A very interesting thing to see: The main difference between Facebook video and YouTube is that Facebook viewers need to be logged in to watch video content, and Facebook is able to allow advertisers to use each user's profile to launch custom ads; On YouTube, on the contrary, a large number of viewers can anonymously watch the site's video content, because they do not need to log in to see the video content.

For now, Facebook's video service is indeed a target for the television industry, which may be unmatched by the television industry. But the only question at the moment is Mark Zuckerberg, Facebook's chief executive, who can fully build this service?