U.S. technology start-up Wayin has acquired Argentina’s analytics firm Comenta TV in order to obtain tools that will help businesses measure and leverage consumer activity on social media.
Wayin’s press release noted that Buenos Aires-based Comenta TV owns a set of tools that measure Twitter activity, capable of capturing the messages that viewers tweet and then displaying them on television. Comenta’s technology, riding on the success of the hottest TV shows in Latin America and Brazil, also provides insights into TV networks in 11 countries.
Founded in 2011 by Juan Melano, Comenta TV built a business across three continents, working with high-profile entertainment companies including Viacom’s Latin American subsidiaries and dozens of TV networks and events across Brazil, Argentina, Mexico, Colombia, Venezuela, Peru and North America.
“We share a vision for the future, passion for technologies that enable change and now capabilities that make us stronger as one,” said Melano, who led a variety of media and technology companies prior to starting Comenta TV.
Wayin did not disclose the terms of the deal but the acquisition appears aimed at appealing to the business world which is eager to identify its customer through social media.
“The next wave of business to consumer innovation will be built upon the backbone of real-time social data,” said Scott McNealy, founder of Wayin and previous co-founder of SUN Microsystems. “The opportunity to leverage consumer-driven experiences across all areas of industry and all areas of the world is massive.”
For now, the technology Comenta harnesses is limited to understanding how viewers engage with TV shows, but Wayin believes the technology can be a game-changer if tweaked properly.