WPP's Twitter deal could have big TV impact

By David Blight | 7 June 2013
WPP chief executive, Martin Sorrell.

WPP has entered a global data and analytics partnership with Twitter. Mindshare Australia's chief digital officer Ciaran Norris told AdNews that the move will provide local agencies with a competitive edge in the sponsorship space.

The deal means GroupM will use Twitter data to improve targeting capabilities and to give clients more real-time insights. In particular, Twitter data will now be integrated into GroupM's existing analytics platforms. Norris reckons the move will give GroupM agencies a sharper compeitive edge.

He told AdNews: “The most exciting thing is that this is not just an advertising partnership, it is a data partnership. So it's not just about putting more ads on Twitter, we will be using Twitter data to make our marketing more adaptive and better targeted.

With Twitter "the best second screen tool for TV advertising", Norris said the deal will likely enable the organisation to "target people based on the TV shows they are watching".

“This will allow for a richer marketing experience, and will be great for those clients of ours who want to better leverage their sponsorships, such as American Express with MasterChef, Ford with The Voice or Unilever brands with the Australian Open or the Formula One.

In Australia, he said that could lead to "Twitter, the TV networks and our clients having a conversation about how to bring more life to sponsorships, above and beyond just having something at the beginning and end of an ad break".

WPP has not yet revealed exact details about the tie-up and has said more information will be revealed in the coming weeks.

WPP chief executive Martin Sorrell said in a statement: “Twitter’s relevance continues to grow – not only as a social platform, but also as a window into consumer attitudes and behaviour in real time. We are delighted to announce this very wide-ranging strategic partnership and to ensure that Twitter data is a key ingredient in many of our disciplines. We look forward to leveraging the platform in a variety of ways for our clients around the world.”

Twitter chief Dick Costolo said: “We’re excited to forge this global partnership with WPP. As Twitter has grown, marketers are leveraging the platform for brand insights, relevant real-time messaging, and customer research. This partnership will benefit clients by pairing Twitter with WPP’s world-class analytics, targeting, and creative capabilities.”

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