Twitter Inc (NYSE:TWTR) has acquired TV analytics specialists Mesagraph and SecondSync to make sure that the platform is preferred by advertisers and broadcasters to promote their shows. More specific details on the terms of the deal have not been revealed, but both the acquired companies will operate from Twitter’s UK office in London.
Acquisition to boost Twitter’s TV ambitions
Meaningly, which is a web based platform from Mesagraph, helps users draw meaningful information from the specific topics on the basis of near real time tweets. Mesagraph TV API then works on those details and provides custom streams and analytics based around live TV shows. The service could come in handy for Twitter Inc (NYSE:TWTR). Also, the micro blogging site would benefit from the partnership that Mesagraph has with French TV networks such as Canal+, France Télévisions, M6, TF1. Twitter would surely want to target these broadcasters with its ad services and Twitter Amplify program, which allows them to publish in-Tweet clips and other exclusive content.
The UK-based, SecondSync perform a similar service as that of Mesagraph. The UK firm analyzes media conversations related to the TV shows, and will help Twitter to attain its growing TV ambitions.
A post on SecondSync website says, “Twitter is the only place that hosts a real-time, public conversation about TV at scale. By joining Twitter, we will be able to help take that experience, in concert with the rest of the TV ecosystem, to the next level —particularly in markets outside the United States.”
Facebook already uses SecondSync services
It must be noted that SecondSync, also, received investment from Kantar Media, which also forged a deal with Twitter Inc (NYSE:TWTR), yesterday. The media company would take the micro blogging’s TV ratings to the Nordics, Russia, Africa and Southeast Asia.
Facebook Inc (NASDAQ:FB) also used the services of SecondSync, a few months back, to help marketers gain more information on how the users are talking about TV on the social network. So far, U.S. and UK data has been shared, but it remains to be seen the fate of the Facebook partnership after the completion of the Twitter’s acquisition.
On Monday, Twitter Inc (NYSE:TWTR) shares closed at $46.67 down 1.33%. In after hours f trading, shares were down 0.24% to $46.56.