News Byte: Twitter Acquires Trendrr
263 million TV tweets took wing in Q2.
Twitter continues to extend television advertising and engagement onto its platform with the acquisition of Trendrr, a company that tracks real-time social data around TV.
Trendrr CEO and Founder Mark Ghuneim announced the acquisition in a blog post published August 28. He said the acquisition will help Trendrr identify “bigger opportunities” and “drive better experiences for users, media, and marketers—across Twitter and around the globe.” Twitter also announced the news in a tweet yesterday and said that Trendrr will help the global real-time communications platform “build great tools for the rest of the TV ecosystem.”
“Having sat at this intersection of TV and social media for years, we've analyzed data from lots of platforms,” Ghuneim wrote in the post. “What makes Twitter uniquely compelling among these platforms is its connection to the live moment—people sharing what's happening, when it's happening, to the world. We think we can help amplify even stronger the power of that connection to the moment inside of Twitter.”
Ghuneim added that Trendrr will still use its Twitter-certified product Curatorr, a unified solution that allows brands to track their Twitter engagement across a variety of channels. He also noted that Trendrr will honor existing partner contracts for Trendrr.TV, a television-engagement service that tracks major networks and shows in real time, but it will not form any new contracts going forward.
Twitter has been focused on the social-television interaction space for a while. In December 2012 Nielsen announced an agreement with Twitter to produce a standard metric that measures TV engagement on Twitter. Twitter also announced the beta release of TV ad targeting, a tool developed through the acquisition of Bluefin Labs that allows marketers to engage directly with Twitter users who have seen their TV ads in May of this year. This past July, Twitter revealed that advertisers who used TV ad targeting saw engagement rates that were 27% higher than average.
And with 32 million people tweeting about TV programming last year, according to Twitter's blog, brands are forced to find new, innovative ways to bridge the engagement experiences between the two mediums. Bravo Media LLC has been a leader in this space, such as seen through the cable network's “social editions.” These social editions are reruns that are overlaid with Facebook and Twitter posts generated by Bravo's viewers during an episode's original premier. In a previous article, Bravo's Digital Media EVP Lisa Hsia told Direct Marketing News that social editions result in a 41% boost in social activity the week after a social edition airs and a 34% increase the week after.