In an attempt to boost its presence in the social television arena, Twitter on Monday announced it is acquiring two of the biggest TV analytics firms SecondSync and Mesagraph.
Although financial details of the deals remained unconfirmed, both the London-based SecondSync, and the Parisian firm Mesagraph announced the deal separately in their respective blog posts.
In a post on its website, the London-based firm confirmed the acquisition. “We are delighted to announce today that we are joining Twitter. We are very proud of the business we have built up over the last three years. 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”, wrote SecondSync.
Mesagraph made a similar announcement on its website which read “Today marks a new step for Social TV in Europe and for Mesagraph! We are really excited to announce that we’re joining Twitter!”
“These initiatives reflect the strength of our commitment to the social TV market,” wrote Twitter Vice President of Global Business Development Jana Messerschmidt.
“We look forward to continuing work with partners around the world to make watching TV with Twitter even better.”
Twitter also said both Mesagraph and SecondSync teams will be relocating to the social blogging giant’s UK office in London.
The move signals Twitter’s expanded effort to be the “second screen” for TV viewers in countries all across the world.
As well as the acquisitions, Twitter also announced it is expanding its relationship with Kantar Media, a company that is essentially trying to create a TV chatter measurement standards system.
The partnership will see the two companies collaborate on new research products in the areas of advertising effectiveness, consumer insight, brand equity, customer satisfaction and media measurement on a global level over the next five years.
“Today, we’re pleased to announce that we will bring Twitter TV measurement to even more regions of the world through an expanded partnership with Kantar”, added Messerschmidt.
