Twitter Inc. (NYSE:TWTR) has commenced services in a new market in addition to purchasing two TV analytics companies. These UK based acquisitions were recently announced, and they are Mesagraph and SecondSync.
After that, Twitter announced its partnership with Kanter Media. Twitter aims to create overseas ratings for American and British companies. At this time, the terms have not yet been fully defined. Also, it is unknown whether or not the teams at SecondSync and Mesagraph will join Twitter’s office in London.
Both of these new acquisitions boosted Twitter’s goals towards helping them become the most important social compliment to TV viewing. Now, Twitter is achieving its target to expand its work overseas. Last year, Facebook also tried to grow its business utilizing TV networks. They offered channels the ability to include their updates during broadcasting; but that seems to emulate a page from Twitter’s playbook.
Both of Twitter’s purchases prove to be an astute move for its business. Mesagraph works heavily with French broadcasts including M6, Televisions and TF1. SecondSync tracks Twitter’s activity and updates on the TV networks of Kanter Media.
The premise of these two acquisitions harkens back to the motivation for the purchase of Bluefin Labs. The Lab was bought on February 2013 for about $67.3 million. The model has been proven successful, and Twitter is expected to introduce the same model in Europe where the number of users is the highest outside of the U.S. market.
It makes sense given that 78% of Twitters’ monthly revenue comes from active users outside of the U.S. Overall, the partnership between Twitter and Kantar will also bring new products, as well.
