Twitter looks to cash in on TV-related tweets overseas

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

Join the newsletter!

Or
Error: Please check your email address.
Show Comments

Blog Posts

Social purpose: Oxygen for your brand health vitals

If trust is the new currency, then we’re in deep trouble. Here's why.

Carolyn Butler-Madden

Founder and CEO, Sunday Lunch

Customer experience disruption: Healthcare faces a bitter pill

Over the past decade, disruptors such as Amazon, Apple and Australia’s Atlassian have delivered technology enhanced customer experiences, which for the most part, have improved customers’ lives and delivered unparalleled growth. Can they do the same for healthcare?

Alex Allwood

Principal, All Work Together

How can a brand remain human in a digital world?

Some commentators estimate that by 2020, 85 per cent of buyer-seller interactions will happen online through social media and video*. That’s only two years away, and pertinent for any marketer.

James Kyd

Global head of brand strategy and marketing, Xero

https://bit.ly/2qLgzmR Transform your life a proven digital blueprint

Okitoi Steven

How this banking group tackled a digital marketing transformation

Read more

Its great to hear that companies including JCDecaux, oOh!media, Omnicom and Posterscope Australia have all partnered with Seedooh inorder...

Blue Mushroom Infozone Pvt Ltd

Out of home advertising companies strive for greater metrics and transparency

Read more

Much ado about nothingAnother fluff piece around what it could possibly do rather than what it is doing

gve

How AMP is using AI to create effortless ‘experiences’

Read more

is it true that Consumer expectations are also changing as a result. If we trust someone with our data there is also an expectation that ...

Sunita Madan

Society will decide where digital marketing takes us next: Oracle

Read more

This Blog is Very interesting to read and thank you for sharing the valuable information about Machine Learning. The information you prov...

johny blaze

What machine learning has done for the Virgin Velocity program

Read more

Latest Podcast

More podcasts

Sign in