Bell Media and micro blogging site Twitter yesterday announced a partnership that will involve research and analytics initiatives around social media and television viewing.
Statements from both companies indicate that the partnership will be around the analysis of social conversations gathered from Twitter which could be sold as marketing intelligence to media advertisers.
“We are committed to measuring, sharing and applying knowledge from passionate social conversations to help our advertisers’ brand campaigns become more effective,” said Kevin Crull, president of Bell Media said in statement. “Our content drives engagement, and Twitter ‘amplifies’ the conversation.”
Bell Media also said it will employ AMPLIFY, Twitters branded, in-stream video tool that enables broadcasters to compliment on-air content with timely in-tweet video clips.
“Twitter is TV’s social soundtrack,” said Kirstine Stewart, newly hired country director of Twitter Canada. “Working closely with Bell Media, we will be able to accelerate the development of analytic tools mentioned and we look forward to sharing the findings with clients and industry.”
Stewart, was vice president of the Canadian Broadcasting Corporation’s English-language services before she move to Twitter Canada in April this year.