Many analysts are currently anticipating the Twitter IPO. Where the social media platform is going to create revenues, and the relationship that it has with the TV industry (a sector that Twitter is depending on for a successful IPO) are questions on everybody’s lips.

Twitter and TV is a match made in heaven. This is because; Twitter provides programmers, broadcasters, producers and media planners with feedback of their shows in real time and up to the minute audience demographics. We are seeing the phenomenon of digital channels being combined with TV channels; combining this spend to deliver better targeting and better advocacy amongst an actively engaged audience.

This data is driving a number of changes to traditional TV advertising models. Not only are ad budgets being siphoned away from TV and spent on digital, but there is also a greater synergy between digital and TV campaigns. Much more than that it is good to see TV borrowing ideas and innovation from digital channels. Media planners through Twitter’s data are now able to build far more contextually relevant and targeted advertising campaigns for brands to run online and on TV in perfect cohesion.

It is no surprise then that Twitter has been at the very centre of the digital content revolution. It has been aligning both the brand and its business plan with TV, ever since it saw the great potential in it. And while Facebook continues to try and make up ground on Twitter within the TV space, Twitter’s relationship with TV continues to grow. And it is partly down to this relationship that Twitter’s revenues have increased by 300% in the last twelve months according to new figures from Adobe’s first annual Social Media Intelligence report. These revenues will only continue to get bigger as more and more advertisers understand the benefits Twitter can provide, to create a more cohesive multichannel advertising campaign.

In Twitter speak, IMHO it’s a mutually beneficial and exclusive relationship that is only set to get stronger.

 

By Trent Wheeler, Senior Vice President of Product at blinkx.

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