marc de vries (twitter) @ mpjc2014
DESCRIPTION
De presentatie die Marc de Vries van Twitter gaf tijdens het Mediapark Jaarcongres 2014 over Twitter. Meer info: www.mpjc.nlTRANSCRIPT
TV TWITTER
#MPJC2014 | 26 June 2014 @marcdevries
LIVE PUBLIC
CONVERSATIONAL
TWITTER IS THE LIVE SECOND SCREEN
@TwitterAdsUK | Confidential
40%of all Twitter traffic around
peak time is about TVof 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
GFK TWITTER TV RATINGS 1
2
COMPLEMENT CURRENT TV RATINGS WITH SOCIAL ACTIVITY AND REACH
WHAT:
LIVE Viewing
18M impressions
ACTIVITY & REACH
NL 2014:
!
TV CONVERSATION TARGETING2
JOIN THE TV CONVERSATION ON TWITTER
WHAT:
The right people, the right moment
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
@marcdevries
THANK YOU!