Advertisers will soon have a better understanding of how people use Facebook to discuss TV shows and how it affects interaction and engagement with content and brands.
Facebook is partnering with social TV analytics firm SecondSync so that it can analyse the conversations being had across the network for the first time. Because Facebook posts are private, Facebook has struggled to offer advertisers detailed analysis of the chatter in the way Twitter can easily do because its posts are public.
The partnership with SecondSync means the data will be aggregated anonymously to protect user privacy.
Facebook will publish a white paper titled Watching with Friends next week exploring user behaviour in Australia, the US and the UK.
Earlier this week, Twitter said that the price brands pay TV networks for ad spots would soon be impacted by the social data gleaned from the Nielsen Twitter TV Ratings so that shows with higher engagement on Twitter might cost more for advertisers than shows with similar viewing audiences but less social interaction.
Meanwhile, the social network has launched an ad-free storytelling app that offers users another way to share and find stories from friends on the network.
Paper is the first app to come out of Facebook Creative Labs the venture set up to encourage small teams to work on projects that exist outside of Facebook, and stands alone the the existing Facebook app.
It offers full-screen, design-led layout that aims to make stories and images look “beautiful”.
Content is laid out in themes so users can curate the kinds of information they follow. The fist page of paper is the Facebook News Feed.
Initially it will be ad-free as Facebook looks at how it is used but is liekly to roll out advertising opportunities for brands down the track.
Yesterday, Facebook annouced a huge hike in revenue during the fourth quarter, although ad impressions are in decline.
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