Facebook and Twitter's sitting-room debate: competition or advertising

Editor's words: Competing for the living room is by no means just the accidental idea of one or two companies, Google has taken the first step, in the recent introduction of the Chromecast, by the industry acclaim. Facebook and Twitter as social giants are certainly not far behind, so let's look at how they do it: (by, Song Xuan) data show that this year the global TV advertising market is expected to reach $205 billion trillion, far beyond the internet and mobile advertising market. Facebook and Twitter are counting on this trend to help them move into a new growth phase. Facebook: When many families go out for the summer, Facebook is helping advertisers "track" their whereabouts and advertise them. The Facebook sales rep is implementing the "Reach Beach" strategy, delivering the following message to advertisers: Although people don't watch TV when they go on vacation, they carry their mobile phones around and look at the beach of the Facebook stream. This is just a strategy Facebook has put in place to compete with Twitter for the TV advertising market. "I think the TV is no longer the first screen and the phone has been replaced," said Carolyn Everson, vice president of Facebook's global marketing program, Everson. "It's worth noting that Facebook is developing a 15-second TV/video ad for October. Facebook is also laying the groundwork for the introduction of real-time ads related to television programs. A study by Facebook commissioned Nielsen showed that Facebook attracted more than 8 people over four TV networks during the late Sunday to 11. "Facebook and television are not opposites, and I think television and Facebook are Everson," he said. "In May, Twitter:twitter announced a partnership with media companies to" track "Twitter messages posted by users while watching TV, and to use the information gathered to help improve advertising. "We used to think about ' Twitter + TV ' and now we're thinking ' Twitter X TV '," said Adam Bain, Adam Bern's chief revenue generation officer. "Twitter has also reached an exclusive agreement with market research firm Nelson to develop its own evaluation system to gauge the impact of TV programs on Twitter," he said. The system will be put into use this fall. Two of the "living room" analysis of the eventual battle, Facebook and Twitter are designed to mask the fact that they want to nibble on the TV advertising market. But advertisers believe that the two big social networking giants will eventually converge on the TV advertising market. The contention is that Twitter's inclusiveness and Facebook's privacy are colliding. Most of the FacebookConversations are limited to a small group of friends; By default, Twitter messages are seen by all users. Facebook's main focus is to encourage users to "open" their messages to strangers to further expand their television advertising business. Facebook has launched a feature that will help achieve this, and in June it launched a Twitter-like topic tag, using tags in messages related to topics such as the TV drama "Power Game" (Game of Thrones), Wimbledon or royal baby. Enable advertisers to post targeted ads to users in the future based on these keywords. Facebook released a feature last week that allows users to copy photos or messages that are "public" to other blogs or websites. Advertisers have found that this pattern of associating ads with television viewing experiences is attractive, especially in the case of a "second screen" that is growing fast. People watch TV programs and use mobile phones, tablets or laptops. But Miller Joe Mele, senior vice president of American media at Razorfish's digital marketing firm, said it would take a lot of experimentation to figure out the best tools and best way to use the "second screen" device, "people are watching a TV show, Whether it means they want to spread similar content on different devices is a problem.