Page 30 - Adnews Magazine November-December 2021

Meet the Team
2020. Seven broadcast five min- utes of footage up to eight times a day of some of the most coveted Tokyo 2020 sporting events, as well as broadcasting their own Olympics edition of its hit sports show, Armchair Experts, on 7plus and Twitter.”
The pandemic has also changed how it works, adopting a more flexible policy for Twitter’s employees for the future. It’s #AsyncFirst approach means while its offices are open, staff can choose whether to work from home or the office as needed.
“We have an amazing team who thrive in that face-to-face environ- ment where they can engage with partners and agencies — to get cre- ative and strategise how Twitter can help them bring a campaign to life,” says Keene.
“Having to shift that all virtually has taken some getting used to, and the team have had to adjust their presentation skills and collaboration techniques to make sure they are able to recreate what they do so well in person, just as well virtually.
“We’re very fortunate at Twitter to have flexible workplace policies that puts the health and wellbeing of our Tweeps first. We’ve also had a firm belief as a team that if you focus on your people, you can deliver incredible outcomes even in some of the most challenging times. Many of us couldn’t have imagined running teams 100% vir- tual, and what we’ve learned through that is with the right sup- port, structures and setup you can be incredibly successful in a hybrid working environment.”
In the past two years, Twitter has also continued growing, increasing its remote presence in 2021 across its five states in Australia, and the company has plans to continue expanding the team in the new year.
The platform’s userbase has also been growing. In its third quarter results, Twitter reached 211 million average monetisable daily active users, up 13% year- on-year. This is compared to 11% year-on-year growth in the sec- ond quarter.
Part of this growth was put down to global events, as well as ongoing produce improvements.
Below, top left: Twitter Australia acting managing director Angus Keene. Below, top right: Twitter Australia office. Bottom: Twitter Australia team.
“During the past few years, we’ve made significant progress to become a full funnel advertising solution,” says Keene.
“We want to drive business outcomes for our advertisers, while seam- lessly integrating them into the Twitter experience. To do this, we’re investing in a few areas.
“We are building stronger foundations on our platforms to ship prod- ucts faster and support future privacy trends. We are also focused on building meaningful and valuable business presences on our platform through new tools and resources. We want to continue to invest in our strong brand advertising business.
Earlier this year, Twitter rolled out Spaces to all users in an attempt to grab the growing audio audience. In June, the platform also began testing Twitter Blue, its first subscription offering, in Canada and Australia.
“We have accelerated our pace and are launching products across both our consumer and advertiser interfaces at an unprecedented speed,” says Keene.
“By enabling people to bring their best content to the platform, connecting captive audiences with the most relevant content, and empowering everyone to start or participate in conversations about what they’re discovering, we’re making Twitter a more rewarding place for people and brands.”