dara nasr, head of agency sales, twitter

@TwitterAds | Confidential

Generating Real Time Value

@DaraNasrSeptember 12, 2013

Monday, September 9, 13

@TwitterAdsUK

1. More Relevant2. A Multiplier

The moment is...

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Live, Public, Conversational

TWITTER IS

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3.2M TWEETS in 12 HOURS

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3.2M TWEETS in 12 HOURS

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Twitter is the shortest distance between youand what interests you most

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Twitter is the shortest distance betweenand what interests you most

@

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Twitter is the shortest distance betweenand

@ #

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15M UK users

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80% access Twitter via mobile

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1 billion Tweets every 2 days

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Billions of moments to engage

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How can you plan for the moment?

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@TwitterAdsUK

Scenario Planning

EVERYDAY MOMENTS

LIVE MOMENTS

CONNECTED MOMENTS

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Plan for everyday moments

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#hungry

WED SATFRITUE THU SUNMON

VOLUME OF CONVERSATION

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#hungry

WED SATFRITUE THU SUNMON

VOLUME OF CONVERSATION

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“run”VOLUME OF CONVERSATION

WED SATFRITUE THU SUNMON

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6/23/13&0:00&

6/23/13&4:00&

6/23/13&8:00&

6/23/13&12:00&

6/23/13&16:00&

6/23/13&20:00&

6/24/13&0:00&

6/24/13&4:00&

6/24/13&8:00&

6/24/13&12:00&

6/24/13&16:00&

6/24/13&20:00&

6/25/13&0:00&

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6/25/13&8:00&

6/25/13&12:00&

6/25/13&16:00&

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6/26/13&0:00&

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6/26/13&8:00&

6/26/13&12:00&

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6/27/13&0:00&

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6/28/13&0:00&

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6/28/13&8:00&

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6/28/13&16:00&

6/28/13&20:00&

6/29/13&0:00&

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6/29/13&8:00&

6/29/13&12:00&

6/29/13&16:00&

6/29/13&20:00&

“run”VOLUME OF CONVERSATION

WED SATFRITUE THU SUNMON

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“shopping”

WED SATFRITUE THU SUNMON

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“shopping”

WED SATFRITUE THU SUNMON

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Big, predictable moments every day

Shopping Tesco

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@TwitterAdsUK

Big, predictable moments every day

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@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

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 @JamisonMernstMind 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

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@TwitterAdsUK

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#hungryMoments matter

Non-engaged userEngaged user

Purchase IntentBrand Favorability

+30%

+53%

Source: Nielsen Brand Effect for Twitter, March 2013

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Plan for live moments

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@TwitterAds | Confidential 34

Twelve months. One moment. All different - #allforthis #UCLFinale pic.twitter.com/4CGZeJC9CC

adidasfootball@adidasfootball

Key live moments can be planned for

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Twitter, Inc. | Confidential

0M

1M

2M

3M

06:00 12:00 18:00 24:00

35

And engaged at scale

6M TWEETS

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@TwitterAdsUK@TwitterAdsUK

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@TwitterAdsUK@TwitterAdsUK

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@TwitterAdsUK@TwitterAdsUK

Monday, September 9, 13

@TwitterAdsUK@TwitterAdsUK

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@TwitterAdsUK

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@TwitterAdsUK

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@TwitterAds | Confidential 42

NBA @NBAHow did that go in?!? Pondexter with crazy shot and foul! #NBARapidReplay #LiveMas - on.nba.com/Z7HypG 

Promoted by NBA

Tweets

Twitter amplifies live moments

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@TwitterAds | Confidential 42

NBA @NBAHow 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

#hungryTwitter 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%

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Plan connected moments

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#hungry

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15.4M impressions

3.2M uniques

(US only)

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Live

Reach

15.4M impressions

3.2M uniques

(US only)

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@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 23mUNIQUE 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

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@TwitterAdsUK

Engaging big, cultural moments

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@TwitterAdsUK

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#hungryTwo screen engagement

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#hungry

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#hungry

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@TwitterAdsUK

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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%

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Twitter, Inc. | Confidential

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Twitter, Inc. | Confidential

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@TwitterAds | Confidential 63

Samsung Mobile US @SamsugMobileUSComing to you first: unlock JAY Z’s new album #MagnaCarta 72 hours early, only on your Samsung Galaxy. See how: smsng.us/1ai7eEx

8,067RETWEETS

3,898FOLLOWING

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If 1 Million records gets SOLD and billboard doesn't report it, did it happen? Ha. #newrules77 characters

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@TwitterAds | Confidential

moments #Everyday

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@TwitterAds | Confidential

moments #Live

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@TwitterAds | Confidential

moments #Connected

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@TwitterAds | Confidential

Plan for the moment

Monday, September 9, 13

@TwitterAds | Confidential

#ThankYou

@DaraNasrSeptember 12, 2013

Monday, September 9, 13