Dear TV, let’s be friends
Facebook’s head of CPG Dan Sinfield argues that when it comes to TV and digital, let’s not limit our thinking to one winner and one loser, because it really isn’t a zero sum game.
Dear TV, we love you. I mean that both as a consumer and avid Australian Survivor fan, but also with my Facebook hat on as well.
Photo by Sven Scheuermeier on Unsplash
I realise we don’t say it enough, and sometimes it can look like we really don’t get on at all, but nothing could be further from the truth.
I’ll never forget my Facebook rep coming in, rubbishing TV for 20 mins, before conceding that he actually had no clue how TV measurement worked (or in fact that it was even measured). It has never been ‘the industry’ getting lost in the idea of there being a winner and a loser, Dan.
Agree marketers shouldn’t be thinking winners and losers in their media channel selection and there are loads of research supporting the notion that multi-channel campaigns are more effective.
But, combining Binet’s research on TV + VOD with the recent work from Prof Karen Nelson Field would suggest that Facebook isn’t the answer for effective VOD to support TV. It’s BVOD first, followed by YouTube with Facebook a very distant third.
You mean the Think TV research ?
Dear TV,
Our revenue has been in freefall since we got found out using dodgy numbers.
We know we told everyone how bad TV was and that Facebook video was the future, but that was just an ongoing April Fools joke LOLZ!
Can we please use you to stem the flow of revenue bleeding and help make us relevant again? Promise, it’s not about us, but for the better of the industry.
Thanks,
Dan
2018 YTD Growth Rates : TV +0.9% / Social 16.3%
Freefall? Have you ready the quarterly that just came out? Back your claims with facts.. or you just throw out statements like a certain Orange American President..
Didn’t notice any Cambridge Analytics privacy scandal apology ads on TV however did see the outdoor campaign.
Thanks Dylan, I saw them too, many times. No bots, real people 93% of us each day, out in the real world.
No, sorry, no we can’t
When Facebook tried to start selling video by translating their reach to TARPs just to help the dummy TV planners compare apples for apples. Ah, that was fun.
Ask any TV buyer…measurement on TV is cooked, and heavily investing in TV is the blood that keeps the whole machine moving. Reach is always much lower than proposed or projected – essentially pissing into the wind
Seconded
I’m interested in what Kramer, George and Elaine think as well . . . .