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Twitter buys UK TV analytics company SecondSync

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Twitter acquired UK TV analytics company SecondSync and another European social TV firm Mesagraph, reports said.

In an official blog post announcing the acquisition, SecondSync, a technology startup focused on social analytics ?for TV said, ?We’re 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 realize the value of conversations on Twitter about television.?

SecondSync analyses social media conversations around TV broadcasts to provide audience insights that can be used alongside traditional BARB figures, bringing clarity to what engagement means for programme makers, broadcasters and advertisers. Its unique technology platform grew out of an R&D project funded by the Technology Strategy Board. It monitors around 1000 UK broadcasts daily and covers all mainstream digital channels 24/7.

?Reports said that the acquisition of these UK firms will help Twitter attain its growing TV ambitions.

?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. Our current UK product will continue to be available for an interim period,? SecondSync said.

With this, SecondSync also gave words of gratitude to those who helped them to what they called ?an amazing journey.?
SecondSync said, ?Firstly, our fantastic staff for all their hard work and commitment, Kantar Media for the investment and opportunities that they opened up, the Technology Strategy Board for the grants they provided in the early days, to SETSquared for great business advice, to Techhub our London base, and to Aardman Animations for an amazing and creative office space.?

SecondSync which added that they are very excited to work with Twitter finally said, ?We [are] look[ing] forward to an exciting future at Twitter!?

Moreover, France?s Mesagraph which works with broadcasters in France, namely Canal+, France Televisions, M6, TF1 as well as measurement companies like M?diam?trie and marketers like Microsoft and Mediabrands, is also excited to work with Twitter.

In its blog post, Mesagraph said that joining Twitter is a ?a new step for Social TV in Europe and for Mesagraph!?

?We?re also really excited about what?s ahead of us. Not only Twitter is the platform where the vast majority of public Social TV comments happen, it?s also an immense source of opportunities for advertisers to reach their audience creatively and efficiently,? the announcement read.

Mesagraph added, ?As part of Twitter, we will be working closely with TV networks, agencies, advertisers, producers and integrators to help those partners make the most out of Twitter. Our team will be joining Twitter UK in London.?

With these acquisitions, reports concluded that Twitter is ?adding more global firepower to its ambitions to cosy up to broadcasters and TV advertisers.?

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