Dara Nasr, Head of Agency Sales, Twitter

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Dara Nasr, Head of Agency Sales, Twitter presentation on getting the most out of the platform's real time capabilities made at ad:tech London 2013.

Negócios Tecnologia Notícias e política

@TwitterAds | Conﬁdential
Generating Real Time Value
@DaraNasr
September 12, 2013
Monday, September 9, 13

@TwitterAdsUK
1. More Relevant
2. A Multiplier
The moment is...
Monday, September 9, 13

Live, Public, Conversational
TWITTER IS
Monday, September 9, 13

3.2M TWEETS in 12 HOURS
Monday, September 9, 13

Twitter is the shortest distance between you
and what interests you most
Monday, September 9, 13

Twitter is the shortest distance between
and what interests you most
@
Monday, September 9, 13

Twitter is the shortest distance between
and
@
#
Monday, September 9, 13

80% access Twitter via mobile
Monday, September 9, 13

1 billion Tweets every 2 days
Monday, September 9, 13

Billions of moments to engage
Monday, September 9, 13

How can you plan for the moment?
Monday, September 9, 13

@TwitterAdsUK
Scenario
Planning
EVERYDAY MOMENTS
LIVE
MOMENTS
CONNECTED
MOMENTS
Monday, September 9, 13

Plan for everyday moments
Monday, September 9, 13

#hungry
WED SATFRITUE THU SUNMON
VOLUME OF CONVERSATION
Monday, September 9, 13

“run”
VOLUME OF CONVERSATION
WED SATFRITUE THU SUNMON
Monday, September 9, 13

:00&
:00&
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:00&
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“run”
VOLUME OF CONVERSATION
WED SATFRITUE THU SUNMON
Monday, September 9, 13

“shopping”
WED SATFRITUE THU SUNMON
Monday, September 9, 13

Big, predictable moments every day
Shopping Tesco
Monday, September 9, 13

@TwitterAdsUK
Big, predictable moments every day
Monday, September 9, 13

@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
Monday, September 9, 13

@TwitterAdsUK
Stripped screw? No problem, just use a
rubber band. #lowesfixinsix #howto
vine.co/v/bU61aqq2YOp
Lowe’s
@Lowes
Jamison Ernst @JamisonMernst
Mind blown. “ @Lowes: Stripped screw? No
problem, just use a rubber band. #lowesﬁxinsix
#howto vine.co/v/bU61aqq2YOp
Vine @vineapp · Unfollow
Add value to
everyday moments
Monday, September 9, 13

Plan for live moments
Monday, September 9, 13

@TwitterAds | Conﬁdential 34
Twelve months. One moment. All
different - #allforthis #UCLFinale
pic.twitter.com/4CGZeJC9CC
adidasfootball
@adidasfootball
Key live moments
can be planned for
Monday, September 9, 13

Twitter, Inc. | Conﬁdential
0M
1M
2M
3M
06:00 12:00 18:00 24:00
35
And engaged at scale
6MTWEETS
Monday, September 9, 13

@TwitterAdsUK@TwitterAdsUK
Monday, September 9, 13

@TwitterAds | Conﬁdential 42
NBA @NBA
How did that go in?!? Pondexter with crazy shot and foul!
#NBARapidReplay #LiveMas - on.nba.com/Z7HypG
Promoted by NBA
Tweets
Twitter ampliﬁes live moments
Monday, September 9, 13

Plan connected moments
Monday, September 9, 13

15.4M impressions
3.2M uniques
(US only)
Monday, September 9, 13

Live
Reach
15.4M impressions
3.2M uniques
(US only)
Monday, September 9, 13

@TwitterAdsUK
Hashtag integration
It seems while I’ve been away a pony has
been moonwalking youtu.be/Ekro5T9Iaio
#DancePonyDance
Clare Balding
@clarebalding
@TwitterAdsUK
Monday, September 9, 13

@TwitterAdsUK
Campaign coverage: 200k Tweets with OTS of 23m
UNIQUE 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
Monday, September 9, 13

@TwitterAdsUK
Engaging big, cultural moments
Monday, September 9, 13

#hungryTwo screen engagement
Monday, September 9, 13

Twitter, Inc. | Conﬁdential
TV is more effective with Twitter
increase in purchase
intent vs. TV alone
+58%
increase in message
association vs. TV
alone
+95%
Monday, September 9, 13

Twitter, Inc. | Conﬁdential
Monday, September 9, 13

@TwitterAds | Conﬁdential 63
Samsung Mobile US @SamsugMobileUS
Coming to you first: unlock JAY Z’s new
album #MagnaCarta 72 hours early, only on
your Samsung Galaxy. See how: smsng.us/
1ai7eEx
8,067
RETWEETS
3,898
FOLLOWING
Monday, September 9, 13

If 1 Million records
gets SOLD and
billboard doesn't
report it, did it
happen? Ha.
#newrules
77 characters
Monday, September 9, 13

@TwitterAds | Conﬁdential
moments#Everyday
Monday, September 9, 13

@TwitterAds | Conﬁdential
moments#Live
Monday, September 9, 13

@TwitterAds | Conﬁdential
moments#Connected
Monday, September 9, 13

@TwitterAds | Conﬁdential
Plan for the moment
Monday, September 9, 13

@TwitterAds | Conﬁdential
#ThankYou
@DaraNasr
September 12, 2013
Monday, September 9, 13

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Dara Nasr, Head of Agency Sales, Twitter

1. @TwitterAds | Conﬁdential Generating Real Time Value @DaraNasr September 12, 2013 Monday, September 9, 13

2. @TwitterAdsUK 1. More Relevant 2. A Multiplier The moment is... Monday, September 9, 13

3. Live, Public, Conversational TWITTER IS Monday, September 9, 13

4. Monday, September 9, 13

5. 3.2M TWEETS in 12 HOURS Monday, September 9, 13

6. 3.2M TWEETS in 12 HOURS Monday, September 9, 13

7. Monday, September 9, 13

8. Monday, September 9, 13

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13. Monday, September 9, 13

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15. Twitter is the shortest distance between you and what interests you most Monday, September 9, 13

16. Twitter is the shortest distance between and what interests you most @ Monday, September 9, 13

17. Twitter is the shortest distance between and @ # Monday, September 9, 13

18. 15M UK users Monday, September 9, 13

19. 80% access Twitter via mobile Monday, September 9, 13

20. 1 billion Tweets every 2 days Monday, September 9, 13

21. Billions of moments to engage Monday, September 9, 13

22. How can you plan for the moment? Monday, September 9, 13

23. @TwitterAdsUK Scenario Planning EVERYDAY MOMENTS LIVE MOMENTS CONNECTED MOMENTS Monday, September 9, 13

24. Plan for everyday moments Monday, September 9, 13

25. #hungry WED SATFRITUE THU SUNMON VOLUME OF CONVERSATION Monday, September 9, 13

26. #hungry WED SATFRITUE THU SUNMON VOLUME OF CONVERSATION Monday, September 9, 13

27. “run” VOLUME OF CONVERSATION WED SATFRITUE THU SUNMON Monday, September 9, 13

28. :00& :00& :00& :00& :00& :00& :00& :00& :00& :00& :00& :00& :00& :00& :00& :00& :00& :00& :00& :00& :00& :00& :00& :00& :00& :00& :00& :00& :00& :00& :00& :00& :00& :00& :00& :00& :00& :00& :00& :00& :00& :00& “run” VOLUME OF CONVERSATION WED SATFRITUE THU SUNMON Monday, September 9, 13

29. “shopping” WED SATFRITUE THU SUNMON Monday, September 9, 13

30. “shopping” WED SATFRITUE THU SUNMON Monday, September 9, 13

31. Monday, September 9, 13

32. Big, predictable moments every day Shopping Tesco Monday, September 9, 13

33. @TwitterAdsUK Big, predictable moments every day Monday, September 9, 13

34. @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 Monday, September 9, 13

35. @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 Monday, September 9, 13

36. @TwitterAdsUK Stripped screw? No problem, just use a rubber band. #lowesfixinsix #howto vine.co/v/bU61aqq2YOp Lowe’s @Lowes Jamison Ernst @JamisonMernst Mind blown. “ @Lowes: Stripped screw? No problem, just use a rubber band. #lowesﬁxinsix #howto vine.co/v/bU61aqq2YOp Vine @vineapp · Unfollow Add value to everyday moments Monday, September 9, 13

37. @TwitterAdsUK Monday, September 9, 13

38. #hungry Moments matter Non-engaged user Engaged user Purchase IntentBrand Favorability +30% +53% Source: Nielsen Brand Effect for Twitter, March 2013 Monday, September 9, 13

39. Plan for live moments Monday, September 9, 13

40. @TwitterAds | Conﬁdential 34 Twelve months. One moment. All different - #allforthis #UCLFinale pic.twitter.com/4CGZeJC9CC adidasfootball @adidasfootball Key live moments can be planned for Monday, September 9, 13

41. Twitter, Inc. | Conﬁdential 0M 1M 2M 3M 06:00 12:00 18:00 24:00 35 And engaged at scale 6MTWEETS Monday, September 9, 13

42. @TwitterAdsUK@TwitterAdsUK Monday, September 9, 13

43. @TwitterAdsUK@TwitterAdsUK Monday, September 9, 13

44. @TwitterAdsUK@TwitterAdsUK Monday, September 9, 13

45. @TwitterAdsUK@TwitterAdsUK Monday, September 9, 13

46. @TwitterAdsUK Monday, September 9, 13

47. @TwitterAdsUK Monday, September 9, 13

48. @TwitterAds | Conﬁdential 42 NBA @NBA How did that go in?!? Pondexter with crazy shot and foul! #NBARapidReplay #LiveMas - on.nba.com/Z7HypG Promoted by NBA Tweets Twitter ampliﬁes live moments Monday, September 9, 13

49. @TwitterAds | Conﬁdential 42 NBA @NBA How did that go in?!? Pondexter with crazy shot and foul! #NBARapidReplay #LiveMas - on.nba.com/Z7HypG Promoted by NBA Tweets Twitter ampliﬁes live moments Monday, September 9, 13

50. #hungry Twitter 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% Monday, September 9, 13

51. Plan connected moments Monday, September 9, 13

52. #hungry Monday, September 9, 13

53. Monday, September 9, 13

54. Monday, September 9, 13

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57. Monday, September 9, 13

58. Monday, September 9, 13

59. Monday, September 9, 13

60. Monday, September 9, 13

61. 15.4M impressions 3.2M uniques (US only) Monday, September 9, 13

62. Live Reach 15.4M impressions 3.2M uniques (US only) Monday, September 9, 13

63. @TwitterAdsUK Hashtag integration It seems while I’ve been away a pony has been moonwalking youtu.be/Ekro5T9Iaio #DancePonyDance Clare Balding @clarebalding @TwitterAdsUK Monday, September 9, 13

64. @TwitterAdsUK Campaign coverage: 200k Tweets with OTS of 23m UNIQUE 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 Monday, September 9, 13

65. @TwitterAdsUK Engaging big, cultural moments Monday, September 9, 13

66. @TwitterAdsUK Monday, September 9, 13

67. #hungryTwo screen engagement Monday, September 9, 13

68. #hungry Monday, September 9, 13

69. #hungry Monday, September 9, 13

70. @TwitterAdsUK Monday, September 9, 13

71. Twitter, Inc. | Conﬁdential TV is more effective with Twitter increase in purchase intent vs. TV alone +58% increase in message association vs. TV alone +95% Monday, September 9, 13

72. Twitter, Inc. | Conﬁdential Monday, September 9, 13

73. Twitter, Inc. | Conﬁdential Monday, September 9, 13

74. Monday, September 9, 13

75. Monday, September 9, 13

76. @TwitterAds | Conﬁdential 63 Samsung Mobile US @SamsugMobileUS Coming to you first: unlock JAY Z’s new album #MagnaCarta 72 hours early, only on your Samsung Galaxy. See how: smsng.us/ 1ai7eEx 8,067 RETWEETS 3,898 FOLLOWING Monday, September 9, 13

77. Monday, September 9, 13

78. If 1 Million records gets SOLD and billboard doesn't report it, did it happen? Ha. #newrules 77 characters Monday, September 9, 13

79. Monday, September 9, 13

80. Monday, September 9, 13

81. @TwitterAds | Conﬁdential moments#Everyday Monday, September 9, 13

82. @TwitterAds | Conﬁdential moments#Live Monday, September 9, 13

83. @TwitterAds | Conﬁdential moments#Connected Monday, September 9, 13

84. @TwitterAds | Conﬁdential Plan for the moment Monday, September 9, 13

85. @TwitterAds | Conﬁdential #ThankYou @DaraNasr September 12, 2013 Monday, September 9, 13