“We’re Placing A Big Focus On Video”: Twitter’s Aussie MD, Suzy Nicoletti

“We’re Placing A Big Focus On Video”: Twitter’s Aussie MD, Suzy Nicoletti
SHARE
THIS


What best describes you?

B&T recently went one-on-one with Twitter Australia managing director Suzy Nicoletti (pictured) to discuss the platform’s monetisation strategy, the threat of Google and Facebook, and Donald Trump.

You’ve only been in the MD role for a few months now. What have been the main challenges since joining Twitter?

Last year was a transformative one for Twitter, and as we reset, for the new year, we really focused on why people use the platform. We defined and strengthened our core use case – Twitter is the fastest and best way to see what’s happening and what everyone’s talking about in the world; we simplified our organisation to execute faster and more efficiently; and we focused our work with partners on bringing them more revenue, reach and innovation on Twitter. And our strategy is working. We have re-accelerated audience growth globally and in Australia through a combination of product improvements and bringing more premium content onto Twitter.

We have a lot of really good momentum, and are hugely optimistic about what we’ll be able to achieve in the rest of 2017 and beyond.

It seems the problem with Twitter is that it has a massive audience but is unsure of how to monetise it. Do you agree?

We are really proud of Twitter’s massive audience. Over the past four consecutive quarters, daily active users (DAU) have increased. Just last month we reported DAUs up 14 per cent year-over-year to reach 328 million globally. This growth was even higher locally, with more Australians coming to Twitter more regularly, and consuming and engaging more content.

Now, we’re working closely on translating this audience growth into revenue growth. We’re streamlining and simplifying our revenue products, and reallocating resources to our highest revenue-generating priorities. We’re placing a big focus on video here in Australia as it’s some of the most premium content on Twitter, and what people engage with most.

We believe that executing on this plan and continuing to grow our audience will continue to see Twitter monetise the platform.

Google and Facebook seem to have done well in eating up ad revenue. What are Twitter’s plans to remain a significant player?

Twitter is the best and fastest place to see and talk about what’s happening in the world, whether that’s about their interests or brands. No other platform can replicate that.

One key focus area is to bring more video content and programming to Twitter in Australia, making it easier than ever for our partners to go live and monetise their own content. Combined with Twitter’s reach and engaged audience, it’s this value proposition that makes brands want to advertise with us. In the first quarter of 2017, our video views in Australia were up significantly. This was on the back of some great wins we had with the likes of the NRL, which we recently broadcast a junior international and a junior final match; the Intel Extreme Masters, Australia’s biggest ever esports event, live from Sydney, to a highly engaged gaming audience; and the federal budget, where we had a number of content partners, including BuzzFeed, HuffPost Australia, Channel Seven and the ABC, go live.

We’ve also improved ROI for brands on Twitter, and as the amount of high quality content on the platform continues to increase, it’s really paying off. In the first quarter, cost per engagement for advertisers on Twitter globally decreased more than 60 per cent year on year.

How can brands and marketers better utilise Twitter?

Our video solutions and content partnerships are creating new opportunities for marketers to reach passionate, engaged audiences. One year after Twitter kicked off its first live stream partnership, we’ve closed more than 56 live stream partnerships around the world, and streamed over 800 hours of live content in the first quarter of 2017 alone. We just announced 16 new live streaming content deals at Digital Content NewFronts with the likes of Bloomberg, IMG, Live Nation, Buzzfeed, PGA and more, the majority of which will be available to Australian audience.

There is also huge opportunity for brands to become content creators themselves, using Twitter as their distribution platform. We’ve already seen brands take advantage of this and it represents a huge opportunity for many other brands to do the same. For example, Myer recently became the first brand in Australia (and the first department store in the world) to use Periscope 360 to provide Twitter users an unprecedented “in the round” view of its Autumn/Winter fashion show launch. NAB also used Twitter to livestream its #Budget2017 breakfast featuring unique insights from its chief economist, Alan Oster.

Has Donald Trump damaged the Twitter brand, or has his activity on the platform been a positive?

Our audience numbers have continued to grow over the last four consecutive quarters. Research we’ve conducted on user growth on Twitter has shown it is more about the improvements we’ve made to the platform than any one person.

We know politics of any kind is big on Twitter, as #auspol continues to be the number one hashtag in Australia. We have 90 per cent of the world’s leaders – presidents, prime ministers, heads of state – on our service. Having global leaders use Twitter helps build awareness and sparks discussion, debate and controversy, all of which reinforces our ability to show you what’s happening in the world better than anyone else.

For example, the recent Korean election generated over 57 million Tweets during the course of the election campaign.

Furthermore, #auspol – the hashtag used to discuss Australian politics – is another great example of how Twitter is used as the platform for these types of discussion. This hashtag has consistently been the most used hashtags in Australia for the last three years.

This has all been positive for Twitter.

What is the focus for Twitter in Australia for the remainder of 2017?

We’re focused on working with content providers and brands to bring them more reach, revenue and innovation. This includes focusing on live and video – the perfect example of the value of Twitter – and we’re working hard to ensure our partners can monetise the Twitter audience here and across the world. We have a clear direction for 2017, and we’re positive we’ll continue to strengthen the Twitter platform for brands and consumers alike.

If you want some up-close exposure to some of the best female minds in the industry, click here to secure your ticket to B&T‘s upcoming Women in Media event.

Women in Media banner

 

Please login with linkedin to comment

Latest News

The Advertising ID Consortium Welcomes New Platform Partners
  • Advertising

The Advertising ID Consortium Welcomes New Platform Partners

The Advertising ID Consortium – the open identity solution for the digital advertising ecosystem – has announced new platform partners. Since the Consortium’s announcement in May 2017, the founding members have established a governance framework and product specification that includes an open and standardised cookie and accessible people-based identifiers, delivered in a secure, privacy conscious […]

Marketing Melodies Partners With Spotify-Backed Soundtrack Your Brand
  • Marketing

Marketing Melodies Partners With Spotify-Backed Soundtrack Your Brand

Australian in-store music provider Marketing Melodies has announced an exclusive reseller agreement with Spotify-backed Soundtrack Your Brand for the Australia and New Zealand markets. Founded in Sweden in 2013, Soundtrack Your Brand was developed to kill bad background music. Its flagship solution, Soundtrack Business, is a music streaming platform licensed for commercial and public spaces. The […]

Social Garden Becomes First Bronze Snapchat Certified Partner In Australia
  • Advertising
  • Marketing

Social Garden Becomes First Bronze Snapchat Certified Partner In Australia

Customer acquisition firm Social Garden has become the first business in Australia to achieve Bronze status on Snapchat. Among the new benefits Social Garden will receive as a result of its Bronze status is access to beta versions of Snapchat data tools, such as the Snapchat Conversion Pixel, as well as being among the first […]

Hypetap Appoints Nuffnang’s Chris Morfis As GM
  • Marketing

Hypetap Appoints Nuffnang’s Chris Morfis As GM

Influencer marketing player Hypetap has made its second senior hire in less than a month, appointing Chris Morfis as the company’s general manager. Joining from influencer marketing provider Nuffnang Australia, Morfis will guide Hypetap’s growing team, providing strategic direction to accelerate the company’s growth, as well as leading operations and managing relationships with key partners. Morfis’ appointment will […]

On Air sign in a studio broadcasting via radio, podcast or wireless transmission.
  • Media

ARN Announces Departure Of Content Director & Radio Veteran

Australian Radio Network (ARN) has announced that Charlie Fox, content Director for WSFM and The Edge, and WSFM morning announcer Ron E Sparks, have departed. Fox has been with ARN since 2005, and Sparks joined WSFM in 2002. ARN national content director Duncan Campbell said the departure of Fox and Sparks are part of the […]

OMD Announces New MD For Melbourne
  • Media

OMD Announces New MD For Melbourne

OMD unveils new Melbourne MD, and it certainly wasn't among any of B&T's picks. Not that we were picking, mind you.

Sydney Festival Chooses Brightcove To Enhance Online Video Content
  • Media

Sydney Festival Chooses Brightcove To Enhance Online Video Content

Video cloud service Brightcove has announced that Sydney Festival has selected the platform to improve its user experience through online video content. Brightcove will do so by removing third-party branding and pre-roll ads, as well as adding autoplay functionality, ahead of the event in January. Leveraging the Brightcove video platform to host and publish video […]

Does Your Christmas Marketing Suck?
  • Opinion

Does Your Christmas Marketing Suck?

Remember the old Palmolive soap ad that asked, "Don't wait to be told"? This is sort of similar, albeit sans any suds.

Opinion

by Peter Harris

Peter Harris
Queensland Anti-Porn Crusaders Cop Ad Ban
  • Campaigns

Queensland Anti-Porn Crusaders Cop Ad Ban

We have a strident anti-pornography policy at B&T. Earphones must be worn at all times and strictly no little people.

by B&T Magazine

B&T Magazine
Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful
  • Advertising
  • Campaigns
  • Marketing

Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful

Health and wellbeing company Nature’s Way is celebrating the achievements of kids in a series of relatable and entertaining online videos that tug at the heart strings of parents. Instead of using actors to tell the brand story of Nature’s Way’s Kids Smart supplement range, Storyful has helped Wavemaker to license user-generated content clips of […]

DEC PR Wins Hisense Account
  • Marketing

DEC PR Wins Hisense Account

Electronics and whitegoods specialist Hisense has announced it has appointed DEC PR to lead its strategic communications remit in the local market, following a competitive tender process. DEC PR will work to support its brand building activities and managing corporate communications. The agency’s work will integrate closely with Hisense’s other marketing partners. Andre Iannuzzi, marketing […]