Twitter acquires French and UK Social TV startups Mesagraph and SecondSync in buying spree

written by: Richard Kastelein

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twitterTwitter has acquired French Social TV service Mesagraph, the startup has recently announced.  Financial terms of the deal were not disclosed.
We are really excited to announce that we’re joining Twitter! Over the past couple of years, Social TV in Europe has grown up very quickly.Mesagraph has been at the forefront of innovation and we had an amazing time developing a strong platform to provide advanced analytics that reflects how people engage with TV shows and brands to the TV ecosystem.But Mesagraph is more than a team of amazing engineers!
We’ve had the privilege of working closely with talented and innovative teams in the world of media. Working with TV networks such as Canal+, France Télévisions, M6, TF1, as well as measurement companies like Médiamétrie and marketers like Microsoft and Mediabrands has been very fruitful.
We’ve learned a lot from our partners and really enjoyed being part of their most innovative projectsWe’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 happens, it’s also an immense source of opportunities for advertisers to reach their audience creatively and efficiently.

Also acquired in the spending frenzy was the UK's SecondSync -  From their site:
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 realise the value of conversations on Twitter about television.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.
The partnership is also extending beyond TV content and to a new service that Twitter is calling “Data of Now” that will focus on real-time metadata around advertising, consumer insight, brand equity and media measurement.
Effectively, this will sit alongside the TV data to provide a “360-degree” picture of the television and advertising landscape. (And when you think about it, this makes a lot of sense since a lot of the response to TV ads can be delayed but also bolstered well after the initial point of delivery.)
The acquisitions are likely to be involved within the Twitter Amplify program, which offers advertizers the chance to use "social TV" in marketing. By acquiring the two companies, Twitter has boosted its portfolio offerings and will be able to offer better metrics and data over how the general public engage with broadcast content.

About the Author

Richard Kastelein
Founder of The Hackfest, publisher of TV App Market and global expert on Media & TV innovation, Kastelein is an award winning publisher and futurist. He has guest lectured at MIT Media Lab, University of Cologne, sat on media convergence panel at 2nd EU Digital Assembly in Brussels, and worked with broadcasters such as the BBC, NPO, RTL (DE and NL), Eurosport, NBCU, C4, ITV, Seven Network and others on media convergence strategy - Social TV, OTT, DLNA and 2nd Screen etc.

He is a Fellow of the UK Royal Society of Arts (RSA) and UK Royal Television Society (RTS) member.

Kastelein has spoken (& speaking) on the future of media & TV in Amsterdam, Belfast, Berlin, Brussels, Brighton, Copenhagen, Cannes, Cologne, Curacao, Frankfurt, Hollywood, Hilversum, Geneva, Groningen (TEDx), Kuala Lumpur, London, Las Vegas, Leipzig, Madrid, Melbourne, NYC, Rio, Sheffield, San Francisco, San Jose, Sydney, Tallinn, Vienna, Zurich...

He's been on advisory boards of TEDx Istanbul, SMWF UK, Apps World, and judged & AIB awards, Social TV Awards Hollywood, TV Connect & IPTV Awards.

A versatilist & autodidact, his leadership ability, divergent and synthetic thinking skills evolved from sailing the world 24000 miles+ offshore in his 20′s on sailboats under 12m.

He spent 10 years in the Caribbean media & boating industry as a professional sailor before returning to Europe, to Holland.

A Creative Technologist and Canadian (Dutch/Irish/English/Metis) his career began in the Canadian Native Press and is now a columnist for The Association for International Broadcasting and writes for Wired, The Guardian & Virgin. His writings have been translated into Polish, German and French. 

One of Kastelein's TV formats was optioned by Sony Pictures Television in 2012. 

Currently involved in a number of startups including publishing TV App Market online, The Hackfest and Tripsearch TV. As CSO for Worldticketshop he helped build a $100m company.

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