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drag2share: These 3 Deals Show How Twitter Could Steal Ad Dollars From TV
These 3 Deals Show How Twitter Could Steal Ad Dollars From TV
Mar 7, 2013
Twitter made three deals recently all of which indicate the microblog platform believes its future is in TV ad dollars. Consider:
First, Twitter’s new Ads API allows companies like TBG Digital to buy promoted tweet campaigns against the nightly TV schedule, as if tweets were like TV ads. Why? Because people like to tweet while they watch TV. Here’s a chart from Twitter ad buyer TBG Digital showing the enhanced effect of advertising that also uses a Twitter campaign:
Second, Twitter recently acquired Bluefin Labs, a social TV measurement company. Twitter believes there is a strong, symbiotic connection between Twitter and TV watching — and it intends to prove that to advertisers with hard metrics.
Here’s The Big Problem With Facebook’s New E-Commerce Effort (FB)
Source: http://www.businessinsider.com/heres-the-big-problem-with-facebooks-new-ecommerce-effort-2012-9
Yesterday, Facebook announced that it will sell gifts users can send to their friends.
Chris Dixon, a successful serial investor and one of New York’s most visible startup investors is skeptical it’ll work.
“Getting users to switch ‘modes’ from online to offline (& vice versa) has historically yielded very low conversion rates,” he tweets.
His point is that when people go to people go to Website for one reason, it’s hard to get them to do anything else.
Users go to Amazon to shop, Match.com for a date, and Craigslist for a free sofa. Users go to Facebook to share photos and maybe read news, not buy things.
Just because a new feature from Facebook appears, doesn’t mean users are going to suddenly start going there to use it.
“It’s all about the mental state. Are you sharing photos online [or] giving something offline? The numbers show it’s hard to switch.”
Other cases in which getting users to switch “modes” from offline to online or back again, that hasn’t worked include “showing URLs in TV ads or magazines” or “trying to sell anything on [a] social network.”
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Dr. Augustine Fou is Digital Consigliere to marketing executives, advising them on digital strategy and Unified Marketing(tm). Dr Fou has over 17 years of in-the-trenches, hands-on experience, which enables him to provide objective, in-depth assessments of their current marketing programs and recommendations for improving business impact and ROI using digital insights. 
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