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Twitter buys TV analytics start-ups, extends Kantar partnership

02-April-2014
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Twitter buys TV analytics start-ups, extends Kantar partnership

Twitter’s efforts in recent years have been focused on positioning itself as the place for TV advertisers and broadcasters to promote their shows. On March 31, it made a number of key announcements, which included the acquisition of two TV analytics companies and an extension of its research agreement with Kantar to include Nordics, Russia, as well as parts of Africa and Southeast Asia.

It is not yet clear whether India will be one of the countries included in Asia. Kantar has been in the news lately, with issues related to its stake in ratings agency TAM Media, which it co-owns with Nielsen.

Govt conditions put TAM continuation under a cloud

The Kantar agreement will see the two companies collaborate over the next five years on a global level on new research products in the areas of advertising effectiveness, consumer insight, brand equity, customer satisfaction and media measurement. Additionally, the companies have agreed to expand the connections between select Kantar and Twitter data assets and accelerate innovation.

Kantar and Twitter initially announced their agreement to jointly develop a set of tools to support planning and analytics for the UK TV industry in August 2013. This agreement was subsequently extended to Spain in October 2013.

The micro-blogging site also acquired France-based Mesagraph and UK-based SecondSync. Both companies analyse buzz around TV shows on Twitter to provide meaningful analyses to advertisers and broadcasters. With these acquisitions, Twitter has brought two companies with ready products and existing relations with TV broadcasters in their respective countries under its wing, further proof of its growing global ambitions to become the one stop shop for TV advertisers.

Last week, a study jointly conducted by FOX Broadcasting and Twitter attempted to explore the value of the earned audience that media companies and brands gain from TV and brand-related tweets. 

Twitter has tangible value for TV advertisers: Report

Over the last couple of years, Twitter has also been building a stable of in-house products and key partnerships with research organisations. It currently has two products targeting TV advertisers – TV Ad Targeting, which allows TV advertisers to reach people more effectively and Amplify, which pairs in-stream videos from partner broadcasters with ads. It has partnerships with research agencies like Nielsen to determine how people react to TV shows on Twitter. It also entered into data-sharing partnerships with media agencies like Starcom, as well as an agreement with WPP group last year.

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