Drive results with video on the most influential platform
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1 Video on Twitter
2 Drive results with video on the most influential platform Reach a Live, Premium Audience Demand Proven Results Tell Captivating Brand Stories
3 1 Reach a Live, Premium Audience
4 A massive global audience 800 Million+ Source ComScore Feb 2016
5 Reach Savvy Millennials and Young Adults Unknown 0% 18% 35% 53% 70% Source: ComScore, % Reach of Total Digital Population in US by Demographic, June 2016
6 53% 64% 80% are early adopters twice as many as non-twitter users 1 more likely to influence the purchases of friends and family 2 of A25-34 who make $100K+ are on Twitter 3 Source 1. Nielsen Consumer Deep Dive, 2015; 2. Source: Global Web Index Q USA (vs. average Internet user) 3. ComScore, June 2016
7 93% of video views on Twitter are mobile Source Twitter Internal Data, July 2016
8 An environment you can trust 99.6% of Twitter ads are viewed by human beings Source MOAT, 2016
9 With targeting you can t beat Interests TV audiences Keywords CRM data Live events Demo targeting 1st party user data
10 2 Demand Proven Results
11 Investing to help you measure what matters Reach Influence Action
12 Video on Twitter drives brand impact across the funnel % Lift AD RECALL +116% BRAND RECALL +18% MESSAGE ASSOCIATION +29% FAVORABILITY +9% Source Aggregate results from 200+ Nielsen Brand Effect Studies on Twitter, Reported scores represent aggregation of within-study comparison of KPI scores among the control group (unexposed to media) and video viewers.
13 But why?
14 Because Twitter s relevant and curated environment makes ads more memorable, engaging and effective
15 Video ads are seen as more relevant within a curated feed % who agree ad was relevant to my interests Users, especially millennials, felt ads on Twitter were more relevant to them 37% 47% * Skippable pre-roll on premium sites Promoted Video Ads on Twitter Source IPG Media Lab + Twitter 'How Social Video Works', July 2016 *Statistically significant difference between test vs. control at >=90% confidence Statistically significant difference between Pre-roll vs. In-feed, auto-play video at >=90% confidence Pre-roll Control n=400, Pre-roll test n=428, In-feed, Auto-play video control n=400, in-feed, auto-play video test n=404
16 Curated feed environment makes ads feel less intrusive Twitter uses thousands of signals to customize a user s feed, and that relevance benefits ads too % who agree ad was not intrusive 47% 55%* Skippable pre-roll on premium sites Promoted Video Ads on Twitter Source IPG Media Lab + Twitter 'How Social Video Works', July 2016 *Statistically significant difference between test vs. control at >=90% confidence Statistically significant difference between Pre-roll vs. In-feed, auto-play video at >=90% confidence Pre-roll Control n=400, Pre-roll test n=428, In-feed, Auto-play video control n=400, in-feed, auto-play video test n=404
17 Ads in Twitter s environment are more memorable 55% * 45% * Despite less time spent watching, the same video ads were 2x as memorable on Twitter 25% 37% 20% 31% * Source IPG Media Lab + Twitter 'How Social Video Works', July 2016 *Statistically significant difference between test vs. control at >=90% confidence Statistically significant difference between Pre-roll vs. In-feed, auto-play video at >=90% confidence Pre-roll Control n=400, Pre-roll test n=428, In-feed, Auto-play video control n=400, in-feed, auto-play video test n=404 Unaided Ad Recall (Δ) Aided Ad Recall (Δ) Message Recall (%) Skippable pre-roll on premium sites Promoted Video Ads on Twitter
18 And the relevancy of the feed impacts how people feel about your brand Favorability Top 2 Box Credible Top 2 Box Recommendation Top 2 Box Engaging Top 2 Box 40% A 43% A 34% A A 39% 20% 25% 22% 23% TV (A) Twitter (D) Source Dentsu Aegis Network + Twitter Video Comparative Research Study, Mediascience, June 2016 PC N = 51, Mobile N = 60, TV N = 68 Letter indicates Significance at 90% vs. specified platform
19 3 Tell Captivating Brand Stories
20 Creative solutions for your brand objectives Drive Reach And Attention Align With Premium Content Drive Engagement
21 Drive Reach Tweet Promoted Video Your brand story in the center of a highly curated and relevant feed Tesla Meet Model 3 - Make your reservation at Tesla.com #Model3 vv Promoted 5,486 RETWEETS 7,138 LIKES
22 Drive Reach First View Reach a wider audience with a takeover Tweet Mike and They needed hot dates. They got hot messes. Watch the trailer for #MikeAndDave Need Wedding Dates now! vv Promoted 1,618 RETWEETS 3,275 LIKES
23 Align with Content Pre-Roll Tweet Tweet BuzzFeed Align with always-on premium content your consumers are already watching Two titans are clashing today: It's Luan vs Nyjah. Who ya got? Kittens Try To Wear Tiny Hats OMG. vv vv
24 Align with Content Tweet Sponsorships Be the exclusive sponsor of the best moments on Twitter from Amplify partners, in took over our Periscope on the #VMA red carpet! Relive it here: bit.ly/1fq365t vv Promoted by Verizon 705 RETWEETS 2,769 LIKES
25 Drive Engagement Conversational Video Ads Spark conversations at scale
26 Drive Engagement Periscope Connect at the speed of live
27 BUT THE FEED MOVES FAST. HOW DO YOU EARN ATTENTION?
28 Make an impact quickly Hooks People Branding 81% of top ads include a hook that captivates viewers instantly People in the first few frames drives viewer retention by 2x Ad recall increases 38% when a viewer hits the :03 mark Source Ace Metrix Analysis & Data, 2015 Nielsen, DAN + Twitter Video Content Best Practices Research, May 2015 Source: Nielsen Brand Effect, 2015.
29 Tell simplified stories Beats by Dre Budweiser REI 8 seconds Short form, high impact 8 seconds Extended life of TVC 15 seconds Products with personality
30 Have a sound-off strategy Tweet Tweet Captions and visual cues pull the viewer through the video Consider copy prompts to initiate sound z Wendy See the difference a season makes when we select the berries for the Strawberry Fields Chicken Salad. vv You may want to turn your volume up for this one. #OptOutside Promoted
31 Case Studies
32 #BeMoreHuman Objective Reintroduce Reebok as an innovative brand with the integrated #BeMoreHuman campaign Solutions Videos across TV, digital and Twitter. Promoted Video with #BeMoreHuman messaging. Promoted Tweets complemented the campaign. Strengthen your spirit. Sharpen your mind. Be More Human! #BeMoreHuman :59 AM - 10 Feb 2015
33 #BeMoreHuman Results 7% Lift in message 21% association Lift in ad recall A shift in perceptions that Reebok is outdated: of exposed users disagreed or 18% strongly disagreed that Reebok is outdated (+3%) Strengthen your spirit. Sharpen your mind. Be More Human! #BeMoreHuman :59 AM - 10 Feb 2015
34 CASE STUDY US CPG Skincare Brand OBJECTIVE Drive awareness and sales of a new skincare product SOLUTIONS Promoted Videos Promoted Tweets Custom Audience Segment Targeting
35 CASE STUDY US CPG Skincare Brand RESULTS $4.00 return on ad spend 2X higher sales lift among engagers; non-engagers contributed to +5% 65% increase in household penetration and repeat usage of incremental sales Significant sales lift among non-followers of the brand s Twitter account
36 #THANKYOU
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