#RIPTwitter? Why Dentsu Is Doubling Down On Twitter

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.

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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

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