Twitter recently sold its internal equity holdings to private equity firms and Blackrock to release external pressure for an IPO. After that Twitter has taken on the social media space with vigor. The recent acquisition speaks of Twitter’s measures that it is undertaking to increase its
presence and brand value across media platforms. Business Insider reports that Twitter has agreed to acquire the advertising analytics company Bluefin Labs. Twitter aims at increasing its advertising base to better understand and utilize the data that its users put on while something is live on the television.
Bluefin Labs, a social TV analytics service , serves brands, advertisers and TV networks with the trend and data regarding talk about TV on social networks. Bluefin’s data science capabilities and social TV expertise would enable Twitter to increase its TV presence and create innovative new ad products according to target audience identification and preference analysis. Consumer experiences in the intersection of Twitter and TV are bound to change as strategies concerning them are changing.
Twitter was interested in TV for long. It collaborated with Neilsen and Co. to generate social TV ratings. This takes the Television centric conversation going on on twitter and generates ratings for programming and other data that feeds the market research for TV brands and networking. For content providers like CBS to offer engaging interactive features for viewer, data and information about how users are reacting to a particular series or program is essential.
The fact that smart phones and tablets are being widely used these days has generated a substantial ‘connected TV’ audience that is simultaneously watching television and accessing the Internet through these devices. This, in turn, will continue to create the opportunity for
companies like Bluefin Labs to analyze the advertisement time space and viability of what advertisement where on the limited air time that TV networks offer. After the recent ordeal of hack attacks and the dilemma of a premature IPO, twitter deserves to put into place a strategy that works wonder for its business.
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