Dara Nasr, Head of Agency Sales, Twitter presentation on getting the most out of the platform's real time capabilities made at ad:tech London 2013.

1. @TwitterAds | Confidential
Generating Real Time Value
@DaraNasr
September 12, 2013
Monday, September 9, 13

2. @TwitterAdsUK
1. More Relevant
2. A Multiplier
The moment is...
Monday, September 9, 13

3. Live, Public, Conversational
TWITTER IS
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4. Monday, September 9, 13

5. 3.2M TWEETS in 12 HOURS
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6. 3.2M TWEETS in 12 HOURS
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7. Monday, September 9, 13

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11. Monday, September 9, 13

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13. Monday, September 9, 13

14. Monday, September 9, 13

15. Twitter is the shortest distance between you
and what interests you most
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16. Twitter is the shortest distance between
and what interests you most
@
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17. Twitter is the shortest distance between
and
@
#
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18. 15M UK users
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19. 80% access Twitter via mobile
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20. 1 billion Tweets every 2 days
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21. Billions of moments to engage
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22. How can you plan for the moment?
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23. @TwitterAdsUK
Scenario
Planning
EVERYDAY MOMENTS
LIVE
MOMENTS
CONNECTED
MOMENTS
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24. Plan for everyday moments
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25. #hungry
WED SATFRITUE THU SUNMON
VOLUME OF CONVERSATION
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26. #hungry
WED SATFRITUE THU SUNMON
VOLUME OF CONVERSATION
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27. “run”
VOLUME OF CONVERSATION
WED SATFRITUE THU SUNMON
Monday, September 9, 13

28. :00&
:00&
:00&
:00&
:00&
:00&
:00&
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“run”
VOLUME OF CONVERSATION
WED SATFRITUE THU SUNMON
Monday, September 9, 13

29. “shopping”
WED SATFRITUE THU SUNMON
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30. “shopping”
WED SATFRITUE THU SUNMON
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31. Monday, September 9, 13

32. Big, predictable moments every day
Shopping Tesco
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33. @TwitterAdsUK
Big, predictable moments every day
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34. @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

35. @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

36. @TwitterAdsUK
Stripped screw? No problem, just use a
rubber band. #lowesfixinsix #howto
vine.co/v/bU61aqq2YOp
Lowe’s
@Lowes
Jamison Ernst @JamisonMernst
Mind 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
Monday, September 9, 13

37. @TwitterAdsUK
Monday, September 9, 13

38. #hungry
Moments matter
Non-engaged user
Engaged user
Purchase IntentBrand Favorability
+30%
+53%
Source: Nielsen Brand Effect for Twitter, March 2013
Monday, September 9, 13

39. Plan for live moments
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40. @TwitterAds | Confidential 34
Twelve months. One moment. All
different - #allforthis #UCLFinale
pic.twitter.com/4CGZeJC9CC
adidasfootball
@adidasfootball
Key live moments
can be planned for
Monday, September 9, 13

41. Twitter, Inc. | Confidential
0M
1M
2M
3M
06:00 12:00 18:00 24:00
35
And engaged at scale
6MTWEETS
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42. @TwitterAdsUK@TwitterAdsUK
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43. @TwitterAdsUK@TwitterAdsUK
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44. @TwitterAdsUK@TwitterAdsUK
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45. @TwitterAdsUK@TwitterAdsUK
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46. @TwitterAdsUK
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47. @TwitterAdsUK
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48. @TwitterAds | Confidential 42
NBA @NBA
How 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

49. @TwitterAds | Confidential 42
NBA @NBA
How 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

50. #hungry
Twitter 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%
Monday, September 9, 13

51. Plan connected moments
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52. #hungry
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61. 15.4M impressions
3.2M uniques
(US only)
Monday, September 9, 13

62. Live
Reach
15.4M impressions
3.2M uniques
(US only)
Monday, September 9, 13

63. @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

64. @TwitterAdsUK
Campaign coverage: 200k Tweets with OTS of 23m
UNIQUE 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
Monday, September 9, 13

65. @TwitterAdsUK
Engaging big, cultural moments
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66. @TwitterAdsUK
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67. #hungryTwo screen engagement
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68. #hungry
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69. #hungry
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70. @TwitterAdsUK
Monday, September 9, 13

71. 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%
Monday, September 9, 13

72. Twitter, Inc. | Confidential
Monday, September 9, 13

73. Twitter, Inc. | Confidential
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76. @TwitterAds | Confidential 63
Samsung Mobile US @SamsugMobileUS
Coming to you first: unlock JAY Z’s new
album #MagnaCarta 72 hours early, only on
your Samsung Galaxy. See how: smsng.us/
1ai7eEx
8,067
RETWEETS
3,898
FOLLOWING
Monday, September 9, 13

77. Monday, September 9, 13

78. If 1 Million records
gets SOLD and
billboard doesn't
report it, did it
happen? Ha.
#newrules
77 characters
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81. @TwitterAds | Confidential
moments#Everyday
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82. @TwitterAds | Confidential
moments#Live
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83. @TwitterAds | Confidential
moments#Connected
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84. @TwitterAds | Confidential
Plan for the moment
Monday, September 9, 13

85. @TwitterAds | Confidential
#ThankYou
@DaraNasr
September 12, 2013
Monday, September 9, 13