Page 29 - Adnews Magazine November-December 2021
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 www.adnews.com.au | November-December2021 29
       WORDS BY
 MARIAM CHEIK-HUSSEIN
                TURBOCHARGING PARTNERSHIPS IN THE NEW YEAR
New audience trends means new opportunities for Twitter. We sit down with local acting managing director Angus Keene to discuss the team’s plan for the new year.
Twitter had already established itself as a platform for people to share their reactions, opinions and questions to events happening around them before the COVID-19 pandemic hit.
However, during the past two years the social media site has became an even more important place for people to gather as they have been isolated from each other for months on end.
“Every single Tweet is a signal of intent that creates an incredible story of a consumer’s life and what their interests are, what they’re doing, and what they’re searching for in their lives at that moment,” says Twitter Australia acting managing director Angus Keene.
“There are patterns that emerge around human behaviour. As a brand or an advertiser, you only want to reach the right segment of the popu- lation — the people who care most about your brand and who will be most receptive to your message. This provides a unique canvas for brands to innovate and connect people all around the world.”
One area in particular that Twitter usage increased was alongside TV viewing. According to Twitter, in the past year 44% of those asked said their use of Twitter while watching TV had increased.
“Twitter reignites the excitement of the co-viewing experience. While people are watching a sporting event, an award show or anything on TV, they also like to experience everything that surrounds it,” says Keene.
“Twitter presents the perfect opportunity to complement brands' traditional media buys and connect with engaged audiences around big cultural moments.”
To capitalise on this trend, Keene says the company has been building partnerships with TV networks and sports rights holders during the past few years. With the partnerships, Twitter aims to provide new opportunities for brands to complement their activity on TV, align with the conversations around big moments, and help them reach incremental audiences.
The platform has also increasingly been working with brands to align with the massive explosion in streaming conversations happening in recent years, which also accelerated during the COVID-19 pandemic.
For the new year, the focus for Twitter will be on increasing partner- ships with major events such as the Australian Open, FIFA World Cup and the Commonwealth Games to complement the TV experience for both audiences and brands.
“Twitter has really become the roar of the crowd,” says Keene.
“Due to the pandemic, sports fans have enjoyed the biggest sporting events of the past two years from the comfort of their living room.
“A great example was Seven’s collaboration with Twitter Australia to bring Aussies even more of the biggest and best moments from Tokyo

















































































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