Dive summary:
- Twitter has announced new partnerships as part of ongoing efforts to deepen ties to TV; the social network understands the tie can increase ad dollars.
- To add to the existing list of partnerships with ESPN, Turner Sports and NBA, Twitter has struck deals with A&E, Clear Channel, Conde Nast, Vevo, Major League Baseball, WWE, Vice and others.
- The deals ad both content to the Twitter streams as well as video ad revenue; the short video ads average about six seconds and the revenue is split between the owner of the content, the distributor and Twitter.
From the article:
"In addition to media deals, Twitter showed showed off some early fruit of its acquisition of social TV analytics startup Bluefin Labs. The company uses semantic technology to match conversation on Twitter with specific shows on TV; how Twitter is using that technology to target ads at people who have watched a show, and likely, the ads."
