Twitter acquires Trendrr to get a better handle on tweets about TV

Trendrr should provide Twitter with better data about users' tweets

Twitter has acquired Trendrr, a data analysis company, to better leverage users' tweets about television to draw in more advertisers.

Trendrr analyzes data from social media sites such as Twitter to help businesses grow their brands. The company's products help networks, television studios, brands and media agencies use the insights it gathers to grow, Trendrr explains on its website. Some of the company's clients include ABC, MTV, Telemundo and Univision.

Twitter confirmed the acquisition in a tweet, saying that Trendrr would help the social network "build great tools for the rest of the TV ecosystem."

Twitter could not be immediately reached to comment further on the deal. Terms were not disclosed.

Television is becoming increasingly important to Twitter, and information that the service gathers around users' TV activity could help to drive future advertising deals.

The company recently announced the national availability of its television ad-targeting program to let TV marketers push out branded content to people on Twitter if those users are tweeting about certain shows.

A study previously released by the market research company Nielsen suggested that such a program could give the social network a revenue boost. The study's findings showed that broadcast TV tune-in rates led to increased activity on Twitter, and vice versa.

Twitter's real-time data about users' activity on the site was what made the social network uniquely compelling to Trendrr, CEO Mark Ghuneim said on the company's blog.

"We think we can help amplify even stronger the power of that connection to the moment inside of Twitter," he said.

Social data tool reveals value of an individual tweet
How Telstra united TV and digital analytics

Curatorr, the company's chief Twitter product, "will work with media companies, marketers, and display ecosystem partners to create compelling user experiences," Ghuneim explained.

Twitter, therefore, could use Trendrr's technology both to develop new products to encourage users to tweet around TV and other brands, and also drive more advertising arrangements based on data gathered by Trendrr.

Trendrr said it will honor its existing contracts for its Trendrr.TV service but that it would not establish new ones going forward.

Twitter faces mounting pressure to further monetize its site as it competes with rivals such as Facebook, with a possible IPO also looming. The company's current suite of advertising products includes promoted tweets, which lets marketers place promotional tweets into certain users' feeds.

Twitter claims to have roughly 200 million active users.

Zach Miners covers social networking, search and general technology news for IDG News Service. Follow Zach on Twitter at @zachminers. Zach's e-mail address is zach_miners@idg.com

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments
cmo-xs-promo

Latest Videos

More Videos

Introducing Branch's mobile referrals https://branch.io/referral/

Bruce Ma

How this ecommerce upstart is building its brand proposition

Read more

I couldn't understand one things why on earth people only talk aboutimpact of digital transformation on banking and finance field instead...

Rajesh Acharya

Digital take-up and experiences help drive Suncorp's solid FY21 performance

Read more

Good afternoon,This is a complaint of the process of refunds which does not comply with Australian legislation. Despite a exhaustive req...

shiree Gilroy

Catch Group combines commercial and marketing role

Read more

I really appreciate your article. Love your Article. By reading your article, its created an idea in my mind about loyalty strategy to ke...

Jack Reacher

Report: Marketers failing to realise the benefits of customer loyalty programs

Read more

One month’s research and we’ve handpicked this generation’s 50 most talented Women CEOs, leading the top multinational companies around t...

Vaishnavi Pillai

Women in leadership the focus on International Women’s Day

Read more

Blog Posts

When friction can be a brand’s best friend

I always enjoy those oft-forgotten, in-between moments in any experience. These moments are not necessarily part of any defined experience per se. They likely wouldn’t show up in an organisation’s plans or ideas to help make the customer journey or user flow as simple, easy and seamless as possible.

Rich Curtis

CEO, FutureBrand A/NZ

How much attention should we be paying to the ‘attention economy’?

There’s been a lot of buzz in the advertising industry lately about what’s coined the ‘attention economy’. And it’s fast becoming the new battleground for media channels to prove their wares and to develop and espouse new attention metrics.

Nickie Scriven

CEO, Zenith

Sometimes the best solutions are some of the most counterintuitive

Exceptional CMOs do exceptional things for themselves and for those they inspire. At your best you are creative, innovative and inspirational. We have a problem though. We now live in a corporate world that demands sensibility where everything you do is measurable and stakeholders demand predictability – the antithesis of breakthrough and transformation.

Hamish Thomson

Author, former regional president and global brand head, Mars Incorporated

Sign in