Facebook and Twitter are stepping up their efforts to increase their share of the global TV ad budget as technical developments begin to enable advertisers to target people who use digital devices while watching TV.
As reported in the Financial Times, the two social network giants have been rolling out a number of initiatives over the summer in a bid to earn more from global TV adspend, which is expected to be worth $205bn this year.
Facebook has launched a campaign, dubbed “reach for the beach”, to highlight the fact that holidaymakers take their mobile phones with them while leaving their TVs at home.
It comes as recent research from eMarketer has shown that the amount of time people in the US spend consuming digital media will overtake the hours they spend watching TV for the first time this year.
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