Facts first. Twitter owns the social TV market, advertisers want to run their second-screen ads on Twitter and Twitter's recently introduced ad API will better enable that.
As autumn approaches, Facebook is pruning its offerings to advertisers. While the company recently rolled out the ability for advertisers to target customers in their CRM databases, it is cutting off the ability for big brands to make sure a page post hits a majority of their fans through the Reach Generator tool.
The shadow hanging over Facebook since it filed to go public in February and looming larger in the lead-up to its IPO is its struggle to monetize mobile.
Last week, several publications, including Adweek, covered a study from social ad firm TBG Digital that found Facebook’s mobile ads outperformed ads on Twitter by more than 400 percent. Well, that wasn’t exactly fair.
Update: TBG Digital has clarified the Facebook/Twitter comparison. “We took a deeper look at the data and, unfortunately, the engagement rates were not comparing like for like. Twitter engagement rate measured click-through pate on Promoted Accounts whereas the Facebook CTR was for Newsfeed ads.
OMG, tweens are such a headache. That’s not news to parents who regularly grapple with their own prepubescents, but Mark Zuckerberg may be about to find out too.
The knock on Facebook has been its inability to monetize mobile—the company said as much in a regulatory filing submitted last month. But today, it took a step toward shoring up that vulnerability. Advertisers can now purchase Sponsored Stories ads that are specifically targeted to mobile users.
When Nissan debuts its newest Altima model next month, it will be the automotive brand’s biggest digital spend ever.