Twitter Targets Europe With TV Analytics Acquisitions
It’s been a busy year for Twitter Inc. (NYSE:TWTR); the company has recently purchased two European television analytics companies — Mesagraph, a French company, and SecondSync, from the UK, The Wall Street Journal reports.
SecondSync has since released a press release stating that, “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.”
The acquisitions reveal Twitter’s desire to further enter the television analytics market, and become, as AllThingsD puts it, a “digital TV guide.” Twitter knows that its users often “live tweet” the premieres of their favorite shows, and wants to tap into that practice and become an essential complement to watching television, The Wall Street Journal reports.
The move to buy European television analytics companies comes after a similar purchase in January when Twitter bought BlueFin Labs, which is based in the U.S. The idea behind all of this “data-mongering” is if Twitter knows what people are watching, it can appeal to more advertisers by giving them very specific data about when and how to run advertisements based on who’s watching what and when.
But Twitter isn’t alone in the fight for television; Facebook has recently partnered with several TV networks in an effort to integrate itself into the TV-viewing experience, offering real time Facebook updates during live broadcasts.
Most notably, in January Facebook partnered with SecondSync (yes, the company that Twitter, it’s rival, just bought) in an effort to “provide an additional perspective on social TV behavior that draw’s Facebook’s rich demographics and broad reach,” according to SecondSync managing director Andy Littledale, in a statement per TheNextWeb.com.
If it seems like Twitter is moving quickly on this social television analytics market, it is. But with good reason, as Twitter is under a lot of pressure to increase its revenue, particularly from overseas. Just 27 percent of Twitter’s revenue for the three months through December 2013 from abroad, The Wall Street Journal noted on Monday, even though a startling 241 million Twitter users reside outside the U.S.