GroupM and Twitch have announced an industry-leading partnership. For the first time in APAC, Twitch is partnering with an agency network, where the collaboration will enable brands and advertisers across the Asia Pacific region to access unique insights into the popular video live streaming service’s diverse audiences.
Twitch’s global community sees millions of people coming together live every day to create, interact with, and consume content. Providing content options beyond gaming, Twitch is at the forefront of live entertainment and features content that is relevant to audiences in this region, such as music and art.
The partnership with Twitch will not only empower GroupM with in-depth streaming knowledge and tools to help brands, but will also enable a seamless experience working with Twitch as a platform to reach millions of gaming, music and art audiences.
GroupM’s clients will enjoy access to insights on Twitch audiences in a fragmented Asia-Pacific region that stream Alpha, Beta and Early Access games, as well as access to Twitch CTV (connected TV) inventory.
The partnership also gives GroupM’s clients access to Twitch’s innovative solutions – which offers a full suite of services from ideation to production, for bespoke ads and experiences.
Additionally, GroupM and Twitch will co-author a playbook that is designed to help FMCG advertisers target gaming audiences across Asia-Pacific, to be launched this year.
John Miskelly (main photo), APAC investment director, GroupM, said: “At GroupM, we are focused on building our gaming expertise. Asia-Pacific is made of vibrant communities – especially gaming communities, and Twitch continues to be the leading service that cultivates today’s most sought-after audiences.
“We’re excited to collaborate with Twitch, and we are committed to making smarter gaming decisions for our clients based on Twitch’s unique audience insights.”
Sunil Yadav, head of agency development at Twitch, added, “Twitch is excited to partner with institutions that create significant impact and GroupM’s razor focus on high-quality engagement for brands makes them an ideal partner for us.
“With Twitch’s unique advertising solutions to help brands build closer relationships with consumers and co-create shared live experiences, we are confident that GroupM will be able to deliver strong consumer experiences with our insights.”
Hayley Fisher [pictured] is the AUNZ Country Manager at Adyen. In this op-ed, she discusses the upcoming holidays sales season and explains marketers can help drive sales. Over the 18-months the pace of ecommerce has accelerated to new heights. According to latest figures from the Australian Bureau of Statistics (ABS), a record $44.2 billion was […]
TPG Telecom has announced it will hold a creative pitch to further develop the Vodafone brand here in Australia. Last year’s merger between Vodafone and TPG brought together a family of brands under the TPG Telecom group, with the creative shift to position Vodafone for the future. While Vodafone’s long-standing relationship with WPP will continue, […]
Following 18 months of intermittent lockdowns across Australia, shopping centre giant Westfield is launching a new service that will tap into the ecommerce boom. The new service, named Westfield Direct, will take on the likes of Australia Post by providing shipping directly to customers. Shoppers will also be able to select items from an online […]
SBS has been recognised as one of Australia and New Zealand’s Most Innovative Companies, in the prestigious annual list published by the Australian Financial Review and Boss Magazine, from over 700 nominated organisations. Ranked third on the Media and Marketing list, SBS was the only media company to make the list, recognised for its growing and evolving multilingual digital services, exemplifying SBS’s innovative culture and strategy. SBS provides multiplatform services in more than […]
Twitter has confirmed it is experimenting with a new ad format which will see ads placed within conversation threads for the first time. The company’s Revenue Product Lead Bruce Falck made the announcement on Thursday. “Starting today, we’re trying something different and testing a new ad format in Tweet conversations,” he posted on Twitter. “If […]
In exciting news today, Mushroom Group is thrilled to announce much lauded Aussie music program The Sound will return to the ABC this November! Celebrating some of our best musical talents since its launch in 2020, The Sound Season 3 will debut on Sunday 7 November at 5.30pm (local time). Viewers can watch The Sound on ABC TV each Sunday afternoon or catch up with the latest episodes via ABC iview. Across Season […]
Strategic design and innovation company AKQA has received the top industry ranking in the 2021 AFR Boss Most Innovative Companies List. This is the third consecutive year the company has been acknowledged by the AFR for its commitment to innovation in the media and marketing category. The Most Innovative Companies Awards were presented via a […]
National news brand, The Australian, has launched a new podcast from Hedley Thomas, Shandee’s Story. Shandee’s Story is the culmination of six months’ work by Thomas, the award-winning investigative journalist behind The Teacher’s Pet and The Night Driver podcasts. The podcast investigates a harrowing cold case. Shandee Blackburn was left to die after a frenzied knife attack as she walked […]
Greater Bank has won a Silver Award at the 2021 Step Two Intranet & Digital Workplace Awards with its Intranet Built on the Elcom Digital Employee Experience Platform. The global awards recognise outstanding contributions to the fields of intranets and digital workplaces, honouring remarkable solutions that deliver business value to their organisations and then share […]
Two new research reports have revealed key drivers for ‘commerce content’ and the massive revenue opportunity it presents for digital publishers and brands. Published by independent media organisations, commerce content allows readers to understand the goods and services promoted by an editorial team. It’s now a major part of the partnership ecosystem, and a way […]