Twitter looks to cash in on TV-related tweets

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1 April 2014 | 0

Real-time chatter about television abounds on Twitter, offering a potentially lucrative opportunity for advertising. The social network is looking to make the most of it, announcing a series of deals Monday to better monetise tweets about TV shows around the world.

Twitter has made two acquisitions to help marketers get more value from TV-related tweets outside the US: SecondSync, which has offices in the UK, and Mesagraph, which is based in Paris but will join Twitter in London. Terms of both deals were not disclosed.

The companies both offer an important service in the world of online ads: They analyse trends in social media posts about TV, and deliver the data to broadcasters and marketers who use it to build better campaigns.

In a related announcement, Twitter is expanding a partnership with Kantar Media to help it measure TV chatter in the Nordics, Russia, parts of Africa and southeast Asia. Twitter already had a partnership with Kantar to develop tools around measurement standards in the UK and Spain.

The acquisitions are likely to help Twitter build closer relationships with xompanies like Unilever, based in the Netherlands and London, or Diageo, which owns Guinness and Smirnoff and is also based in London.

“These initiatives reflect the strength of our commitment to the TV market,” Twitter said.

Twitter has already made similar moves in the US. Last year the company announced its acquisition of Bluefin Labs, which measures audience engagement on social media channels.

Zach Miners, IDG News Service
@zachminers zach_miners@idg.com

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