Live targeting with a focus

Article in the FT highlights the battle between Facebook, Twitter, and TV to prove to advertisers that they have the better reach for live events, specifically the World Cup here. 

Do you "tweet" on Twitter or do you "comment" on Facebook? Do you post on Instagram, upload on Facebook, or have the two accounts linked? When do you comment on LinkedIn? Or... do you refuse to do any of these because they all do the same thing and you just don't know who you want to reach anymore nor how to do it?

It will be interesting to see if there is an overall winner coming out of this World Cup's advertising push. The world has become progressively more digital with people following the games on all sorts of devices but I get the feeling that live events are TV's last stand for claiming eyes.

I have always wondered whether there is any point in the duplication of services and whether there really is an efficient market segmentation that you can see through using the different tools.

Eventually I believe there will be one survivor, and certain features will either have to drop off or start collaborating with others in some form. Consumers are more and more demanding for streamlining the vast information that comes their way, and to have it all in one place. The future of mobile technology (watches, glass, phone, tablet...), and the increasing number of publishers is screaming for an efficient solution rather than an all-out war of fragmented services.

Thanks for reading,
DigiDisco