Dara Nasr, Head of Agency Sales, Twitter

@TwitterAds | Confidential

Generating Real Time Value

@DaraNasrSeptember 12, 2013

Monday, September 9, 13

@TwitterAdsUK

1. More Relevant2. A Multiplier

The moment is...


Live, Public, Conversational

TWITTER IS



3.2M TWEETS in 12 HOURS


3.2M TWEETS in 12 HOURS










Twitter is the shortest distance between youand what interests you most


Twitter is the shortest distance betweenand what interests you most

@


Twitter is the shortest distance betweenand

@ #


15M UK users


80% access Twitter via mobile


1 billion Tweets every 2 days


Billions of moments to engage


How can you plan for the moment?


@TwitterAdsUK

Scenario Planning

EVERYDAY MOMENTS

LIVE MOMENTS

CONNECTED MOMENTS


Plan for everyday moments


#hungry

WED SATFRITUE THU SUNMON

VOLUME OF CONVERSATION


#hungry


VOLUME OF CONVERSATION


“run”VOLUME OF CONVERSATION



6/23/13&0:00&

6/23/13&4:00&

6/23/13&8:00&

6/23/13&12:00&

6/23/13&16:00&

6/23/13&20:00&

6/24/13&0:00&

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6/26/13&0:00&

6/26/13&4:00&

6/26/13&8:00&

6/26/13&12:00&

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6/27/13&0:00&

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6/29/13&4:00&

6/29/13&8:00&

6/29/13&12:00&

6/29/13&16:00&

6/29/13&20:00&

“run”VOLUME OF CONVERSATION



“shopping”



“shopping”




Big, predictable moments every day

Shopping Tesco


@TwitterAdsUK

Big, predictable moments every day


@TwitterAdsUK

Stripped screw? No problem, just use a rubber band. #lowesfixinsix #howto vine.co/v/bU61aqq2YOp

Lowe’s@Lowes

Vine @vineapp · Unfollow

Add value to everyday moments


https://twitter.com/search?q=%23lowesfixinsix&src=hash


https://twitter.com/search?q=%23howto&src=hash


https://t.co/zNdoiIvFOi


https://twitter.com/vineapp


https://twitter.com/search?q=vine.co&src=typd#


@TwitterAdsUK


Lowe’s@Lowes














@TwitterAdsUK


Lowe’s@Lowes

Jamison Ernst @JamisonMernstMind blown. “ @Lowes: Stripped screw? No problem, just use a rubber band. #lowesfixinsix #howto vine.co/v/bU61aqq2YOp




















@TwitterAdsUK


#hungryMoments matter

Non-engaged userEngaged user

Purchase IntentBrand Favorability

+30%

+53%

Source: Nielsen Brand Effect for Twitter, March 2013


Plan for live moments


@TwitterAds | Confidential 34

Twelve months. One moment. All different - #allforthis #UCLFinale pic.twitter.com/4CGZeJC9CC

adidasfootball@adidasfootball

Key live moments can be planned for


Twitter, Inc. | Confidential

0M

1M

2M

3M

06:00 12:00 18:00 24:00

35

And engaged at scale

6M TWEETS


@TwitterAdsUK@TwitterAdsUK








@TwitterAdsUK


@TwitterAdsUK



NBA @NBAHow did that go in?!? Pondexter with crazy shot and foul! #NBARapidReplay #LiveMas - on.nba.com/Z7HypG

Promoted by NBA

Tweets

Twitter amplifies live moments



NBA @NBAHow did that go in?!? Pondexter with crazy shot and foul! #NBARapidReplay #LiveMas - on.nba.com/Z7HypG

Promoted by NBA

Tweets

Twitter amplifies live moments


#hungryTwitter connects and strengthens sponsorships association

Source: Nielsen Brand Effect for Twitter, March 2013

Message association

Not exposed to Promoted Tweet Exposed to Promoted Tweet

+22%


Plan connected moments


#hungry










15.4M impressions

3.2M uniques

(US only)


Live

Reach

15.4M impressions

3.2M uniques

(US only)


@TwitterAdsUK

Hashtag integration

It seems while I’ve been away a pony has been moonwalking youtu.be/Ekro5T9Iaio #DancePonyDance

Clare Balding@clarebalding

@TwitterAdsUK


@TwitterAdsUK

Campaign coverage: 200k Tweets with OTS of 23mUNIQUE REACH (USERS)

DATE

0

6250000

12500000

18750000

25000000

1/3 2/3 3/3 4/3 5/3 6/3 7/3 8/3 9/3 10/3 11/3 12/3 13/3 14/3 15/3 16/3 17/3

25M

12.5M

source: Datasift, Colourtext 2013


@TwitterAdsUK

Engaging big, cultural moments


@TwitterAdsUK


#hungryTwo screen engagement


#hungry


#hungry


@TwitterAdsUK



TV is more effective with Twitter

increase in purchase intent vs. TV alone

+58%increase in message association vs. TV

alone

+95%









Samsung Mobile US @SamsugMobileUSComing to you first: unlock JAY Z’s new album #MagnaCarta 72 hours early, only on your Samsung Galaxy. See how: smsng.us/1ai7eEx

8,067RETWEETS

3,898FOLLOWING



If 1 Million records gets SOLD and billboard doesn't report it, did it happen? Ha. #newrules77 characters





moments #Everyday



moments #Live



moments #Connected



Plan for the moment



#ThankYou

@DaraNasrSeptember 12, 2013


Business

Dara Nasr, Head of Agency Sales, Twitter