Marc de Vries (Twitter) @ MPJC2014

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De presentatie die Marc de Vries van Twitter gaf tijdens het Mediapark Jaarcongres 2014 over Twitter. Meer info: www.mpjc.nl

Mídias sociais Tecnologia

TV TWITTER
#MPJC2014 | 26 June 2014
@marcdevries

@TwitterAdsUK | Conﬁdential
40%
of all Twitter traﬃc around
peak time is about TV
of Twitter mobile users use
Twitter while watching TV
66%
Sources: Why They Retweet UK, Compete 2013, BlueFin Study 2012

TWITTER PROVIDES
THE SOCIAL
SOUNDTRACK
FOR TELEVISION

TV X TWITTER VIEWERS
TUNE AWAY LESS DURING ADS
Tune away rate during
commercial breaks
17% 8%
TV ONLY
VIEWERS
TWITTER X TV
VIEWERS
Source: SymphonyAM MediaPulse, Nov 2013, TV Only (n=8,398)

GFK TWITTER TV RATINGS
TV CONVERSATION TARGETING
1
2

COMPLEMENT CURRENT
TV RATINGS WITH SOCIAL
ACTIVITY AND REACH
WHAT:

JOIN THE TV
CONVERSATION
ON TWITTER
WHAT:

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Marc de Vries (Twitter) @ MPJC2014

1. TV TWITTER #MPJC2014 | 26 June 2014 @marcdevries

2. LIVE PUBLIC CONVERSATIONAL

3. TWITTER IS THE LIVE SECOND SCREEN

4. @TwitterAdsUK | Conﬁdential 40% of all Twitter traﬃc around peak time is about TV of Twitter mobile users use Twitter while watching TV 66% Sources: Why They Retweet UK, Compete 2013, BlueFin Study 2012

5. TWITTER PROVIDES THE SOCIAL SOUNDTRACK FOR TELEVISION

6. TV X TWITTER VIEWERS TUNE AWAY LESS DURING ADS Tune away rate during commercial breaks 17% 8% TV ONLY VIEWERS TWITTER X TV VIEWERS Source: SymphonyAM MediaPulse, Nov 2013, TV Only (n=8,398)

7. GFK TWITTER TV RATINGS TV CONVERSATION TARGETING 1 2

8. GFK TWITTER TV RATINGS1 2

9. COMPLEMENT CURRENT TV RATINGS WITH SOCIAL ACTIVITY AND REACH WHAT:

10.

11.

12.

13.

14.

15. LIVE Viewing 18M impressions

16. ACTIVITY & REACH NL 2014:

17. ! TV CONVERSATION TARGETING2

18. JOIN THE TV CONVERSATION ON TWITTER WHAT:

19.

20. The right people, the right moment

21. TWITTER INCREASES THE EFFECTIVENESS OF TV ADVERTISING Source | Nielsen Brand Eﬀect, 2013 95% stronger message association 58% higher purchase intent 7% higher sales Source | Nielsen, Twitter Marketing Mix Model: US CPG, July 2011 - June 2013

22. @marcdevries THANK YOU!

Marc de Vries (Twitter) @ MPJC2014

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