“We’re Placing A Big Focus On Video”: Twitter’s Aussie MD, Suzy Nicoletti
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.
Please login with linkedin to comment
Advertising Standards Bureau eureka skydeck Social Media Suzy NicolettiLatest News
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.