Two acquisitions could help Twitter develop new advertising partnerships overseas, one expert said
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 monetize tweets about TV shows around the world.
Twitter has made two acquisitions to help marketers get more value from TV-related tweets outside the U.S. It acquired SecondSync, which has offices in the U.K., and Mesagraph, which is based in Paris but will join Twitter in London.
The companies both offer an important service in the world of online ads: They analyze 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 U.K. and Spain.
Together, the deals could help Twitter attract more TV advertising partners in previously untapped geographies.
"Overseas television chatter is immensely valuable to Twitter," said Walter Delph, CEO of Adly, an online ad platform that tracks conversations to connect brands with celebrities. Twitter can help marketers amplify their campaigns during live events, he said, like it does in the U.S. during the Super Bowl or the Oscars.
The acquisitions are likely to help Twitter build closer relationships with advertisers with a strong presence outside the U.S. That could include companies like Unilever, based in the Netherlands and London, or Diageo, which owns Guinness and Smirnoff and is also based in London.
As part of Twitter, Mesagraph said it would be working closely with TV networks, agencies, advertisers, producers and integrators to help them "make the most out of Twitter."
SecondSync said it would be able to take public conversations about TV "to the next level."
Financial terms of the acquisitions weren't disclosed.
"These initiatives reflect the strength of our commitment to the TV market," Twitter said.
Twitter has already made similar moves in the U.S. Last year the company announced its acquisition of Bluefin Labs, which measures audience engagement on social media channels.
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
Our latest CMO 2022 readiness episode on the great resignation and staff motivation and leadership is now live!
Companies encounter a variety of challenges when it comes to marketing overseas. Marketing departments often don’t know much about the business and cultural context of the international audiences they are trying to reach. Sometimes they are also unsure about what kind of marketing they should be doing.
Using data is a hot topic right now. Leaders are realising data can no longer just be the responsibility of dedicated analysts or staff with ‘data’ in their title or role description.
It’s not that your agencies don’t have your best interests at heart – most of them do. But the only way to ensure they’re 100 per cent focused on your business and not growing theirs by scope creep is by setting the guard rails for healthy agency collaboration.
Nice blog!Blog is really informative , valuable.keep updating us with such amazing blogs.influencer agency in Melbourne
Rajat Kumar
Why flipping Status Quo Bias is the key to B2B marketing success
good this information are very helpful for millions of peoples customer loyalty Consultant is an important part of every business.
Tom Devid
Report: 4 ways to generate customer loyalty
Great post, thanks for sharing such a informative content.
CodeWare Limited
APAC software company brings on first VP of growth
This article highlights Gartner’s latest digital experience platforms report and how they are influencing content operations ecosystems. ...
vikram Roy
Gartner 2022 Digital Experience Platforms reveals leading vendor players
What about this one FormDesigner.pro? I think it's a great platform providing a lot of options, you can collect different data and work w...
Salvador Lopez
Gartner highlights four content marketing platform players as leaders