Facebook’s content for CTV must be disruptive and not just “me-too”

The company must gather insights into TV viewing behaviour.

Facebook recently made additions to its suite of Portal hardware products which includes a streaming stick for televisions. Given the proliferation of connected TV (CTV) streaming devices, the article argues that Facebook has made a late entry into the “living room.”

Carly Carson, director of social media at PMG opines that in an already saturated CTV market, Facebook’s Portal doesn’t make a drastic difference to a home’s current digital ecosystem. Moreover, with Facebook’s privacy concerns, adding something intrusive to Portal apps could be “a miss.”

Lindsey Harju, co-founder of Blinc Digital Group says that Facebook’s content must be disruptive and not just “me-too”. Further, Chris Fredericks, EVP, sales and strategy at TVadSync highlights that “to win the living room”, gather insights into TV viewing behaviour, which Facebook doesn’t collect.

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[3 minute read]