For social sites, Twitter was first to the party, recognizing TV as a broad based consumer medium. In May Twitter launched TV ad targeting, helping brands increase engagement and purchase intent.
So follows Facebook now, where brands will be able to buy ads to reach people on Facebook the same time the brands ads are running on local TV stations.
Twitter, in contrast, tracks ads on TV shows and can then show ads from the same brand to people posting on Twitter about the show most likely saw the original TV ads.
Nielsen and Twitter launched a Social TV metrics product to better show tweets and ratings correlations redefining multiscreen engagement metrics.
Facebook is working with Optimal, a Dutch company whose technology scans TV channels in real-time, cataloging everything aired including ads. After detecting a TV ad on air from a brand wanting to reach Facebook users, Optimal’s technology serves an ad to the news feeds of people in that geographic area who are online with the Web version of Facebook.
What this really shows is significant multiscreen consumer behavior and the fragmentation yet again of the advertising landscape.