Twitter Making Push For Social TV

Twitter is looking to expand its social TV efforts outside of the continental US with moves to acquire Mesagraph and SecondSync, from France and the UK respectively. Both of the startups track social TV analytics, and specialize in doing so in their respective countries. The startups both made clear that their teams will be helping with advertisers and broadcasters’ attempts to market to conversations around TV content on the social network. While Twitter has been big on the acquisitions front, the company itself announced plans to expand its own internal TV measurement tools to help brands domestically capture these metrics and conversation. To do this, Twitter has been working with Kantar, a marketing research form. For brands and advertisers, expect Twitter to make a bigger push into real-time marketing and analytics metrics to help community managers drive content in the right ways.