#RIPTwitter? Why Dentsu Is Doubling Down On Twitter

#RIPTwitter? Why Dentsu Is Doubling Down On Twitter
SHARE
THIS



The golden age of Twitter is over, right? Well, that’s the sentiments of some, but today’s guest author, Simon Williams, head of global & local media partnerships at Dentsu Aegis Network, is taking a different approach when it comes to the social media platform.

Twitter, to be blunt, has had more than its fair share of negative coverage lately. Ironically, Twitter users even used the platform to Tweet about Twitter’s demise so much that it trended globally.

In some ways, the early promise that social media marketing would open up a new era of conversational brand building in general is dead, but in its place is a far bigger opportunity for marketers who want to deliver business results.

Simon-Williams-1-1260x840

And that’s why the Dentsu Aegis Network in Australia is doubling down on Twitter to take advantage of what the platform does best: allow marketers to capitalise on live moments.

Almost from its creation ten years ago, Twitter has been the best partner for live television events, largely because it was born mobile, and this is even more so today as we can capture 90 per cent of Twitter users on mobile consuming video.

This has meant Twitter has fast become a platform of choice as we navigate the complexities in the proliferation of multi-screen consumption, with the platform having seen more than 400 per cent growth in video consumption this year alone.

We have found Twitter to be an extremely effective advertising platform for the brands we work with. One brand in particular was able to generate a 93 per cent lift in brand favourability among respondents that did not watch the Oscars on TV but were exposed to the brand’s paid media on Twitter.

Viewers who watched both a brand-sponsored event on TV and were exposed to complementary paid media on Twitter showed a six percentage point improved brand favorability versus those who saw the event on TV alone.

Just as significantly, research we conducted from multiple Market Mix Models has demonstrated that, when added to TV investments, Twitter makes each TV dollar more effective.

Twitter has a unique offering beyond social. For example, Twitter offers video distribution and a 25 per cent incremental audience that is only available on Twitter.

This is why TV x Twitter is so important. The audience is engaged. The reach is effective.  The results speak for themselves.

Of course, this is an audience opportunity any marketer can take advantage of. So how do we get an extra leg up for our clients to unlock the advertising benefits of the relationship between Twitter and TV?

To do this, we’ve created the #Wingman program to maximise impact and focus investment to make advertising spend on the Twitter even more effective.

#Wingman is an online interactive TV x Twitter planning tool that was co-developed by Twitter and Dentsu Aegis Network to help determine which Twitter x TV strategy is right for a campaign.

The tool is designed to provide continuous education within the network so media agency teams have the know-how to add social to TV Buys, compile and share relevant TV x Twitter case studies, and automate the briefing process between our agency TV/Digital teams and Twitter

Consisting of three components (frequency, reach and event alignment), the #Wingman tool generates a strategic brief that activates our dedicated Twitter team and vertical leaders – ensuring we can make the most of the moments that matter on Twitter, as they happen.

Twitter and television have always been a natural fit, and with #Wingman we can ensure our clients’ TV x Twitter strategies are more Jon Snow than Ramsay Bolton.

By Simon Williams, Head of Global & Local Media Partnerships, Dentsu Aegis Network

Please login with linkedin to comment

Latest News

QMS Goes West With ‘The Leeder’
  • Advertising
  • Media

QMS Goes West With ‘The Leeder’

QMS Media continues to expand its digital portfolio across Western Australia, switching on an iconic billboard in the heart of Perth. Following the launch of two new digital billboards in the major WA regional centres of Bunbury and Kalgoorlie in recent months, ‘The Leeder’ further delivers on QMS’ digital expansion strategy out west. Positioned at […]

PR Firm Text100 Wins NetApp Account For APAC
  • Marketing

PR Firm Text100 Wins NetApp Account For APAC

Global marketing communications agency Text100 has announced it been appointed by data management company NetApp to drive its brand transformation effort across the Asia-Pacific (APAC) region. Following local competitive pitches conducted across the region, Text100 has been appointed as the APAC lead agency out of Singapore, and as the local agency of record in Australia, […]

MFA Awards 2017 Winners Revealed!
  • Advertising
  • Marketing
  • Media

MFA Awards 2017 Winners Revealed!

B&T once again donned the tux, applied the Brut, and primed the liver for last night's MFA Awards in Sydney.

Concrete Playground Launches Voice-activated Nightlife Guide With Google Assistant
  • Media
  • Technology

Concrete Playground Launches Voice-activated Nightlife Guide With Google Assistant

Digital publisher Concrete Playground has unveiled a new app that helps Millennials plan their night out using voice control – the first of its kind to become available in Australia. Concrete Playground’s Guide to Tonight now works with Google Assistant, making it available on a range of Google devices and helping people to decide what […]

Digital Agency Inlight Secures Two Key Client Wins
  • Marketing
  • Technology

Digital Agency Inlight Secures Two Key Client Wins

Independent agency Inlight has announced it has won the digital account for Benetas, a not-for-profit aged care provider in Victoria. Following a competitive pitch process, Inlight was chosen to handle Benetas’ new website design, build and ongoing optimisation. Richard Barker, marketing manager at Benetas, said: “We wanted an agency that could be our true digital […]

AMI Awards 2017 Winners Revealed!
  • Marketing

AMI Awards 2017 Winners Revealed!

With almost 30 awards handed out, B&T predicts plenty of numb bottoms at last night's AMI Awards in Melbourne.

Clems Sydney CEO Andy Pontin Quits
  • Advertising

Clems Sydney CEO Andy Pontin Quits

Sure, B&T flashed the news of Andy Pontin quitting this morning. White lies aside, he's actually still got six months.

by B&T Magazine

B&T Magazine
Adobe MAXes Most Creatives In A Room Record
  • Advertising
  • Media

Adobe MAXes Most Creatives In A Room Record

B&T's journo is reporting live from the annual Adobe Summit in Vegas. Although, "reporting" is somewhat of a stretch.

Opinion

by David Hovenden

David Hovenden
Digital Women’s Network & The Australian College Of Marketing Unveil Latest Short Courses
  • Marketing

Digital Women’s Network & The Australian College Of Marketing Unveil Latest Short Courses

The Australian College of Marketing is collaborating with the Digital Women’s Network to bring new short courses aimed to provide the latest skills across all aspects of the Digital landscape, kicking off in Melbourne and Sydney in 2018. Course content will focus around various topics related to the digital marketing landscape. All courses will run […]

Man working at office desk, looking at computer and scratching head
  • Technology

Where Are Digital & Tech Skills & Salaries Headed?

The rapid pace of technological change in the digital sector is seeing demand for those with the right skill sets outstrip availability, both locally and globally. The individuals who have kept their skills up to date are being well-rewarded financially. Now, Digital + Technology Collective’s expanded annual Skills and Salary Survey will put some numbers and context […]

Disney & ESPN Unify Sales & Partnerships Teams
  • Advertising
  • Marketing
  • Media

Disney & ESPN Unify Sales & Partnerships Teams

Disney and ESPN have formed an even closer bond, announcing a new alignment of the two properties through their media sales and partnerships teams. Instead of entering through three doors, Disney ESPN Media Sales & Partnerships will give media buyers and marketers a refined, singular point of entry for Disney, ESPN Digital and Maker. Nik […]

by B&T Magazine

B&T Magazine
Sydney Start-up Muzaara Partners With Commission Factory To Turbocharge Digital Ad Spends
  • Advertising
  • Marketing

Sydney Start-up Muzaara Partners With Commission Factory To Turbocharge Digital Ad Spends

Sydney-based adtech start-up Muzaara has announced a new strategic partnership with performance marketing platform Commission Factory. Together, Muzaara and Commision Factory are providing SMEs with a secret weapon to skyrocket their online brand visibility and effectively manage and maximise their online advertising campaigns. This partnership will allow both online marketing companies and their impressive roster […]

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard
  • Campaigns
  • Marketing
  • Technology

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard

Breakfast cereal manufacturer Kellogg’s has joined forces with Shazam and digital agency Orchard to deliver a first-of-its-kind augmented reality (AR) Halloween Trick or Treat experience for families. The campaign, which leverages Shazam’s visual recognition platform and recently-launched AR platform, sees Kellogg’s pilot the replacement of physical gifts in cereal packs with a digital experience that […]

Kraft Heinz Appoints Cummins&Partners As New Creative Agency
  • Advertising

Kraft Heinz Appoints Cummins&Partners As New Creative Agency

Kraft Heinz today confirmed the appointment of Cummins&Partners as its new Creative agency after an extensive pitch process. They will be responsible for brand strategy and integrated creative across the expanding Kraft Heinz portfolio including Kraft, Heinz and Golden Circle. A Kraft Heinz spokesperson said: “After an exhaustive search involving a competitive pitch, we have made […]

Patrick Delany (CEO, Fox Sports), Hugh Marks (CEO, Nine Entertainment Co), Miranda Devine (Columnist, News Corp), Michael Miller (Executive Chairman, News Corp Australasia), Grant Blackley (CEO & Managing Director, Southern Cross Austereo) at Radio Alive 2017
  • Media

Media Bosses Weigh In On Ten-CBS Deal

Do you enjoy articles featuring industry big-wigs? Well, it doesn't come much bigger and wiggier than this, we say.

by B&T Magazine

B&T Magazine