Twitter Expands Social TV Efforts With 2 Acquisitions
Twitter just went on a small buying binge to bolster its social TV efforts outside the United States.
The social networking company acquired Mesagraph, a French startup, and SecondSync, a UK startup, both of which track social TV analytics. Terms of the deals were not immediately disclosed.
Both startups noted in blog posts that their teams will help advertisers and broadcasters take advantage of conversations around television content on Twitter.
“As part of Twitter, we will be working closely with TV networks, agencies, advertisers, producers and integrators to help those partners make the most out of Twitter,” the Mesagraph team wrote in a blog post.
“Through our social analytics products, we’ve enabled clients in the broadcast and advertising industries to realise the value of conversations on Twitter about television,” the team at SecondSync wrote in a separate post. “By joining Twitter, we will be able to help take that experience… to the next level —particularly in markets outside the United States.”
The company confirmed the news on Twitter:
— Twitter TV (@twittertv) March 31, 2014
— Kirstine Stewart (@kirstinestewart) March 31, 2014
At the same time that the startups announced the acquisitions, Twitter declared plans to expand its TV measurement tools to more countries around the world through a partnership with Kantar, a marketing research firm.
“We’re working closely with Kantar to develop tools and Twitter TV measurement standards in the UK and Spain,” Jana Messerschmidt, VP of global business development and platform at Twitter, wrote in a blog post. “With today’s announcement, that work will now expand to the Nordics, Russia, parts of Africa and southeast Asia.”