Media Wrap: Twitter vs Facebook; Netflix overrated; Sir Martin Sorrell re-frames Mediapalooza

By AdNews | 29 June 2015

We'll work with media, not against them: Twitter

Twitter has fired a shot across the bow of fellow social media giant Facebook by saying that it will work with TV networks and newspapers instead of going after their ad dollars.

“Twitter is not an island like other digital platforms,” Twitter's president of global revenue Adam Bani told The Australian. “We're a bridge into other platforms including TV, newspapers, magazines, and outdoor.”

“We're a very collaborative company and we think ultimately there can be win-win relationships with those platforms on behalf of customers.”

Netflix overrated: Nielsen

The global vice president of Nielsen says the threat of Netflix to TV audiences has been greatly exxaggerated.

“We're seeing tremendous confusion as to what the reality is around digital video,” Steve Hasker told The Australian Financial Review.

He said the measurement discrepancy between digital video and broadcast TV meant it was not possible to correlate a drop in viewers in TV and a rise of viewers in digital video.

"Mediapalooza" more about media spend than transparency: Sir Martin Sorrell

Sir Martin Sorrell has attempted to re-frame the debate on the so-called “mediapalooza”, saying it's down to an allocation of spend rather than ongoing media transparency questions making clients nervous.

“All these media reviews going on at the moment are a reflection of clients not knowing whether they are spending the right amount and whether it should be more, less and what the distribution of the spend should be,” he told The Australian.

“It's about uncertainty news versus old media, digital versus traditional versus analog. That's what's driving it.”

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