I agree they aren't clearly equivalent things. But where they come down in value is also unclear. That is, I wouldn't say out of hand they were orders of magnitude different.
One example. Suppose it turns out that if you are exposed to a certain type of ad for 20 min, it really has an effect. (A bigger and possibly more interactive ad than a translucent logo.) You could get that on FB, but it would be harder to get that on the TV.
Also, there are things like people often get up during the TV, talk during TV commercials, etc. And FB ads could be more interesting than the translucent logo because of programming abilities and more screen resolution. I think a more equivalent comparison might be some form of yet-to-come interactive TV. Hey, maybe we'll get that on FB.
One example. Suppose it turns out that if you are exposed to a certain type of ad for 20 min, it really has an effect. (A bigger and possibly more interactive ad than a translucent logo.) You could get that on FB, but it would be harder to get that on the TV.
Also, there are things like people often get up during the TV, talk during TV commercials, etc. And FB ads could be more interesting than the translucent logo because of programming abilities and more screen resolution. I think a more equivalent comparison might be some form of yet-to-come interactive TV. Hey, maybe we'll get that on FB.