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Twitter extends analysis of social-TV campaign performance

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San Francisco—Twitter Inc., continuing its outreach to TV advertisers and broadcast companies, has expanded its analysis of the interaction between social media and TV in Europe. The social media site and marketing information company Kantar Media will develop a suite of tools to support planning and analytics for the TV industry in both the U.K. and Spain. The new tools will analyze Twitter social engagement with TV broadcasts to enable broadcasters to better assess program performance and plan social promotions in support of TV, Kantar said in a statement. In September Twitter extended its Amplify advertising program, forging a deal with CBS Broadcasting to jointly sell video tweet ads in support of upcoming CBS TV shows and websites.
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