Media research company, Kantar Media and Twitter announced a five-year alliance, under a program name of ‘Data of Now’. The aim of the alliance is to cooperate on a suite of tools to integrate social TV data from Twitter with audience research expertise from Kantar. The two parties will collaborate on new research products for ads, consumer insights and brand performance.
This alliance is an extension of their existing collaboration formed in August 2013 and will expand their planning and analytics products from the UK and Spain to the Nordics, Russia, Africa and South East Asia.
In the advertising world, there is an urgent need for the capture of real data with the change in media consumption. In order to effectively target the multi-platform consumer, advertisers must capture data across screens at all times. Real-time data from Twitter will enable Kantar to better understand the social media buzz and integrate this information to plan its social media marketing campaigns.
With this alliance, Twitter aims to become relevant beyond the online space. The majority of brand advertising spend is still allocated to TV, an area into which the social microblogging company hopes to expand. Twitter hopes that a partnership with a media monitoring company will give it more credibility with the big spenders of the advertising world.
Indeed, this partnership will benefit both companies, at least marginally in their businesses. However, ‘Data of Now’ is not unique in its attempt to bridge data across media. Nielsen, comScore and Google are among many pursuing similar initiatives. The lack of consensus on measurement in digital advertising across screens is ever-pressing and continues to hinder further expansion of the online advertising industry.