44 executive summary theibcdaily Monetising multiscreen
Driving storytelling Tony Wang
General Manager UK, Twitter Region: UK
Interview by Adrian Pennington
tweets to be made, now there are a billion tweets every two days.
A What’s more, revealed Tony
Wang, outgoing GM for Twitter in the UK, 70% of total Twitter users are from outside the US. “This allows us to have a good pulse of the planet,” he says. Over the past year #hashtags have appeared with increasing regularity on our multi-screens, but while the social media phenomenon with over 200 million followers seemingly can’t be ignored by broadcasters and producers, so Twitter seems intent on gaining an even closer relationship with TV. “Whereas traditional social networks are about family and friends, Twitter is about interests
n indication of Twitter’s
phenomenal growth is that it took three years for a billion
and information. It doesn’t get trapped in social circles. Twitter brings back the idea of the Town Square but now it is global. You are not heard because of how loud you are, but because of how good your information is, because being heard relies on others to spread the message so this puts a premium on good content. “In the past technology has empowered only some people. You needed a soapbox and if you were loud enough you’d be heard. Then that was disrupted by radio and then by television. Today you don’t need a printing press or spectrum. You just need 140 characters to be heard around the world. Twitter levels the playing field and permits voices to be heard that may not have been heard before.”
Its own study revealed that 40% of all British Twitter traffic at peak time is about TV, and
inreal time
60% of Twitter’s 10 million active UK users use the service while watching the box. The correlation is particularly strong between Twitter use and TV ratings, a synergy that Twitter is set to exploit.
Not only has the company
brokered second screen advertising deals with companies like Viacom, but it has also acquired data analysis expertise from companies like Bluefin Labs to collect even more profile information on its users.
“Data matching the transmission of programming from films and drama to soaps and documentaries shows the close relationship Twitter has with TV viewers,” he says. “Broadcasters can use Twitter as part of the content as well as engaging with the audience. Now we’re starting to see how Twitter is not only supporting the story but becoming front and centre of programming, driving the narrative in real time.” He adds, “there is a massive opportunity for broadcasters, advertisers and brands with profound
implications for technology and the whole media industry.”
“Reliance on others to spread the message puts a premium on good content”
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