Marchingontogether
TK Veteran
It looks like Twitter is developing its real-time TV viewing feature, as it has recently acquired two European social TV companies, French Mesagraph and British SecondSync. Although details of the deal were not confirmed yet, both companies, which provide analytics to broadcasters and advertisers about how people engage with TV, will be working out of Twitter's office in the United Kingdom.
Both companies have valuable connections to the television industries back at home, along with links to other firms working in “social TV”, where you can watch TV and leave comments on it on social networks. Acquisition of SecondSync could became an extra advantage for Twitter: a couple months ago, the microblog announced a partnership with Facebook in terms of providing analytic data to the social network.
SecondSync confirmed the deal, saying that Twitter is the only place which is hosting a real-time, public conversation about television at scale. Joining Twitter will allow the company to help take that experience, along with the rest of the television ecosystem, to the next level – especially in markets outside the United States. In the meantime, SecondSync’s current British product will continue to be available for an interim period.
Aside from the recent acquisitions, Twitter has also extended a partnership with international market research company named Kantar. The companies started collaboration on developing a suite of analytics instruments for the UK TV industry almost a year ago, and soon expanded to cover Spain as well.
Under the new 5-year agreement, the companies will share data and tools to better understand social TV trends. Now Twitter can expand its partnership with Kantar beyond media measurement, to other areas affecting their customers.
Twitter, on its part, is going to build the Nielsen Twitter TV Rating providing an official metric for television channels of how well a show is doing on social media. The industry experts admit that both the acquisitions and the partnership with Kantar would strengthen the social network’s dominance of the “second screen”, the TV viewers using social media while watching program. This innovative analytic tool can improve the company’s offering to advertisers and allow them to promote a tweet onto the timelines of the users who watched a certain program rather than all users in the network.
Both companies have valuable connections to the television industries back at home, along with links to other firms working in “social TV”, where you can watch TV and leave comments on it on social networks. Acquisition of SecondSync could became an extra advantage for Twitter: a couple months ago, the microblog announced a partnership with Facebook in terms of providing analytic data to the social network.
SecondSync confirmed the deal, saying that Twitter is the only place which is hosting a real-time, public conversation about television at scale. Joining Twitter will allow the company to help take that experience, along with the rest of the television ecosystem, to the next level – especially in markets outside the United States. In the meantime, SecondSync’s current British product will continue to be available for an interim period.
Aside from the recent acquisitions, Twitter has also extended a partnership with international market research company named Kantar. The companies started collaboration on developing a suite of analytics instruments for the UK TV industry almost a year ago, and soon expanded to cover Spain as well.
Under the new 5-year agreement, the companies will share data and tools to better understand social TV trends. Now Twitter can expand its partnership with Kantar beyond media measurement, to other areas affecting their customers.
Twitter, on its part, is going to build the Nielsen Twitter TV Rating providing an official metric for television channels of how well a show is doing on social media. The industry experts admit that both the acquisitions and the partnership with Kantar would strengthen the social network’s dominance of the “second screen”, the TV viewers using social media while watching program. This innovative analytic tool can improve the company’s offering to advertisers and allow them to promote a tweet onto the timelines of the users who watched a certain program rather than all users in the network.