Twitter Branches Out to Capitalize on TV-related Tweets
After observing the immense amount of television related tweets, Twitter announced that it has made several acquisitions to cash in and help marketers obtain more data to build more efficient campaigns.
Twitter has reached outside of the U.S., and has partnered with SecondSync and Mesagraph. SecondSync is based in the U.K., while Mesagraph is currently located in Paris but will join Twitter in London. Both companies analyze trends about TV in social media posts and provide companies with the data.
“Twitter is the only place that hosts a real-time, public conversation about TV at scale. By joining Twitter, we will be able to help take that experience, in concert with the rest of the TV ecosystem, to the next level —particularly in markets outside the United States,” SecondSync wrote.
“Not only is Twitter the platform where the vast majority of public Social TV comments happen, it’s also an immense source of opportunities for advertisers to reach their audience creatively and efficiently,” Mesagraph wrote in a blog post on Monday.
In addition to new acquisitions, Twitter announced it’s expanding its partnership with Kantar Media to measure TV trends in the Nordics, Russia, areas in Africa and Southeast Asia.
Similar partnerships have happened in the U.S. Twitter recently announced its move to launch the “Nielsen Twitter TV Rating” with Nielsen, a global information and measurement company.
“These initiatives reflect the strength of our commitment to the social TV market. We look forward to continuing work with partners around the world to make watching TV with Twitter even better,” said a post on Twitter’s blog.
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