Twitter’s Real-Time Data Is Money

Twitter is finding its rhythm, a.k.a. business model.

Teressa Iezzi reports that the Tweet factory just inked a multiyear agreement worth hundreds of millions of dollars with Publicis-owned media giant Starcom MediaVest Group.

What does Starcom want with Twitter? Sweet data, baby!

According to Iezzi the deal has three-parts: a social TV lab; an in-tweet mobile survey; and the ability to leverage Twitter’s API for planning.

The idea is to provide the firm’s clients with “unprecedented real-time data on how consumers are watching (TV), buying and the conversations that amplify brand messages,” says Starcom CEO Laura Desmond.

In other words, Twitter will now do the job that TV and Nielsen can not, by offering marketers real-time analysis of who is watching which programs, and what the temperature of the room is.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.