Such as Facebook and Twitter to fight the town square for
people flattering about their favorite TV shows Twitter had a big advantage on
the side of advertising: provides an option to display, which can help the
brand with the purpose of it to reach a television audience twice and once on Twitter.
Facebook, which is slow to recognize the potential of social TV offers anything
like it in the middle of its wide variety of ad formats and targeting
capabilities .But thanks to the efforts of a few foreign companies, television
advertisers have taken an option for Facebook users with a double whammy:
brands ads can reach people who are in social networks at once that run their
ads on local television. BMW, for example, you can choose to show an ad for
online Facebook users in Atlanta, while the local ABC station ran an ad in the
BMW "Scandal”.
Rob Leathern, director Rob Leathern executive Optimal CEO. "
An advertiser only decide what television commercials to use as a trigger",
said Rob Leathern , founder and CEO of Optimal advertising company is the San
Francisco social announce a new program on Wednesday said, "Basically our
advertisers are betting and betting that a part of the audience on Facebook “.
Ideally, a Dutch company, whose computer Civolution TV
channels from around the world in real time and catalogs everything runs on
them, including the ads is working. A few seconds later Civolution detects a
television in the air of a brand to reach Facebook users, high technology can
send a message to the news feeds of people are in this geographical area, the
Web version online Facebook wants are.
Note that this is a shotgun approach compared to the shooter
Twitter -like cleavage. And ideally, no Facebook, this new product, small
business and do not have access to Facebook data really talking about a show. Twitter,
unlike monitors display television commercials, and then you can display the
same brand for people posting on Twitter about the program in other words,
people who are almost sure to see the original TV ads.
But Mr. Leathern approach says his company continues to
provide good results. In a pilot program with a media and entertainment company,
he said, he reported an increase of 60 percent in the number of clicks from
people who saw the television commercials and Facebook, compared with a control
group saw only the Facebook ads. The owner , Mr. Leathern was because of the
promises of secrecy identify, also ran ads in Facebook when advertising their
products on television rivals and recorded an increase of 35 percent in the
number of clicks .
Facebook declined to comment on the new TV offering optimal.
But I was impressed enough with the system optimal use of external signals for
ads on Facebook that the company was given the award this month in a
competition for innovative advertising. (Soon after, the optimal network was
acquired by the brand, but continues to operate separately.)
Debra Aho Williamson, an analyst at market research firm eMarketer,
said the ideal approach has not yet been demonstrated, but the concept is
promising. “The idea of being able to find someone who does not fully reach
perhaps watching television, but television’s action is very attractive for
advertisers," he said.
Facebook also safe, as the ideal product and other offers
from television commercials, the clock tested by other companies in the kind of
social networks with advertisers. If they do well, Facebook could swoop in and
offer their own highly targeted ads to TV talk on the network.
“Facebook has a history of its technology partners allows
advertisers to the way that offers new ways to advertise on Facebook
lead," Williamson said.
Alex Terpstra , CEO of Civolution . Alex Terpstra, CEO of Civolution.
When social TV advertising, turns out to have staying power, there is another
tantalizing possibility: if another company would seek the freshest online
users of water and advertisers interested in television. Civolution said global
television any Scan Data Offer service announcement can be connected in real
time across all digital platforms. So if, for example, would Google or Yahoo or
overseas location to build your own center to talk about TV, Civolution could
easily provide the data at the time of the announcements. “We offer this on the
open market," said Alex Terpstra, CEO of Civolution.
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