Trendrr, a social data company, has been acquired by Twitter this week, and the move looks like it could be directed at boosting the company's social TV capabilities.
Second Screen + Real Time Activity
Media companies especially are excited about Twitter because of its real time nature, and the fact people often post there about shows they are watching or intend to watch. Mark Ghuneim, Trendrr founder said as much in a blog post announcing the buy.
Curatorr, our Twitter certified product, will work with media companies, marketers, and display ecosystem partners to create compelling user experiences - continuing to pursue our initial charter of focusing on the real-time aspects of TV and media," he wrote.
As the above image shows, the social TV ecosystem is a busy one, and tracking activity around what people are posting around particular shows is where Trendrr was a specialist. Curatorr became a Twitter certified product back in May, and it was used for integrating and displaying curated tweets and streams in television shows and apps.
The company was formed in 2009 with the so called second screen phenomenon as the main target. It had been used by ABC TV's 2013 Oscars Red Carpet program and website, and Telemundo's Billboard Latin Music Awards 2013, the Weather Channel and Bravo TV.
Trendrr Joins Bluefin Labs
This is actually Twitter's second buy of a social TV focused company as it bought Bluefin Labs in early 2013. Blufin Labs was more marketing focused, but there was little information about what Twitter would actually do with the company at the time.
Now with Trendrr on board, it the Bluefin Labs buy comes more into focus, and combined with Trendrr, Twitter's plan can perhaps be divined. By simply following Twitter activity as it pertains to certain events and programs, the combined system should be able to both deliver more relevant tweet streams, and even more detailed information about target demographics and user personas.
Really anything is possible in this space because the entire concept is still so new. So as Twitter rolls out whatever it has planned for the two companies, we can safely assume media companies will be paying very close attention.