This document discusses how Twitter can help marketers reach audiences, maintain everyday relevance, and provide engaging content. It highlights Twitter's ability to target large, engaged audiences across mobile, TV, and live moments. Key metrics show Twitter users are high engagers who are open to in-app purchases and installing apps. Live video and app cards are highlighted as engaging formats that drive awareness, favorability, and deep engagement.

1. @joell
THE POWER OF
@rossysheil

2. Lexy Dermenjian
@mugwumpter
To 🐝, or not to 🐝: that is the question…
To take 💪 against a 🌊 of troubles, and
by opposing, end them? To 💀, to 😴.
@rossysheil

3. How can you connect with your users
in a live world ?
@rossysheil

4. SOURCE | Kleiner Perkins Internet Trends, 2015
150 TIMESCONSUMERS UNLOCK THEIR PHONES EVERY DAY
@rossysheil

5. 76 SECONDSCUSTOMER WILL WAIT BEFORE MOVING ON TO A COMPETITOR
SOURCE | LivePerson, 2015
@rossysheil

6. 8 SECONDSTHE HUMAN ATTENTION SPAN
SOURCE | Microsoft research, May 2015
@rossysheil

7. 1.5B LOOPS
EVERY DAY
Source | Twitter Internal Data 2015

8. 25 years
of live video watched daily
SOURCE | Twitter Internal Data, 2015

9. 500M
Tweets
Every 24hrs
SOURCE | Twitter Internal Data, 2015
@rossysheil

10. THE EXPECTATION OF

11. Reaching fragmented
audiences
Connecting users
with moments
Understanding the new
conversion funnel
BIGGEST CHALLENGES FOR APP MARKETERS TODAY
@rossysheil

12. What if you could easily
live on mobile?
reach
people
@rossysheil

13. live reach
@rossysheil

14. What if you could be more
relevant, all day, everyday ?
@rossysheil

15. everyday relevance
@rossysheil

16. What if you could deliver engaging
experiences on mobile?content
@rossysheil

17. engaging content
@rossysheil

18. LIVE
Reach

19. A MASSIVE LIVE AUDIENCE
v
1BN IOS & ANDROID DEVICES
316M MONTHLY ACTIVE USERS
FABRIC (SDK)
500M MONTHLY LOGGED OUT USERS

20. This app just secured homepage
real estate on my phone.
taptalk.me
ashton kutcher
@aplusk
136 RETWEETS 354 FAVORITES
Every Tweet is a
signal of
INTEREST OR
INTENT
@rossysheil

21. Trivia Crack is love, Trivia Crack is
life.
Khatarina⋆
@Khat_Morgs
3 RETWEETS 16 FAVORITES
@rossysheil

22. You can basically split my life into
two eras: Before Trivia Crack and
After Trivia Crack.
The Book of Mormon
@BookofMormon

23. Anyone else playing Crossy Road
as Poopy Bird? No? Cool.
josh groban
@joshgroban
72 RETWEETS 147 FAVORITES
@rossysheil

24. TOP 20 APPS - 30 DAYS 4 4 M T W E E T SSource | Crimson Hexagon, Jan 2015

25. 0
5000
10000
15000
20000
0
750
1500
2250
3000
6-Feb-14 8-Mar-14 7-Apr-14 7-May-14 6-Jun-14 6-Jul-14 5-Aug-14 4-Sep-14 4-Oct-14 3-Nov-14 3-Dec-14
Mentions Downloads
LIVE CONVERSATION CORRELATES TO INSTALLS
Source | ThreeGame

26. @rossysheil

27. Even MP’s are playing it. Candy
Crush is back with NEW candies
and combinations! Tap to Play!
Candy Crush Soda
@CandyCrushSoda
108 RETWEETS 404 FAVORITES
Promoted by Candy Crush Soda
Promoted by Candy Crush Soda
@rossysheil

29. Liam Neeson is channeling exactly
how I am when I play
@ClashofClans #SuperBowl
Danny Sullivan
@dannysullivan
449 RETWEETS 801 FAVORITES
@rossysheil

30. #SB49 BROADCAST WINDOW
CLASH OF CLANS AD AIRS
THERE WERE 240K TWEETS
AND 26M IMPRESSIONS
ABOUT CLASH OF CLANS
ON THE DAY OF THE
SUPER BOWL
Source | Twitter Internal Data
@rossysheil

31. Samsung Australia @SamsungAU
“We’ll always have Paris” Photo
by @garypeppergirl at #PFW
Get ready to fall in love with the
#NoteEdge #cuttingedge
Promoted
31 135
Taco Bell @tacobell
Less drama. More Taco Bell.
Spotify @Spotify
Oh AND.. I finished school last
week.. & I know I never post on
4.8K 4.5K
Starbucks @Starbucks
Pay, earn stars, get free drinks…
with your phone.
Promoted
1,746 9,723
Starbucks
17 ratings
Mindy Kaling @mindykaling
One napkin is a joke
Kylie Jenner @KylieJenner
Oh AND.. I finished school last
week.. & I know I never post on
848 1.8K
Exclusive targeting signals1
The best reach in mobile
Uniquely powerful creative
2
3
LIVE REACH OUTSIDE OF
TWITTER
#InsideOut @PixarInsideOut
Watch a sneak peek of
#InsideOut before it comes to
theaters June 19th! di.sn/
6001CzO7
Promoted
256 656
KATY PERRY @katyperry
FACT: moms love chai!
Fallon Tonight @FallonTonight
Oh AND.. I finished school last
week.. & I know I never post on
7K 15K
TWITTER AUDIENCE PLATFORM

32. #InsideOut @PixarInsideOut
Watch a sneak peek of
#InsideOut before it comes to
theaters June 19th! di.sn/
6001CzO7
Promoted
256 656
KATY PERRY @katyperry
FACT: moms love chai!
Fallon Tonight @FallonTonight
Oh AND.. I finished school last
week.. & I know I never post on
7K 15K
@rossysheil

33. @rossysheil

34. @rossysheil

35. EVERYDAY
Relevance

36. MAY JUN JUL AUG SEP
VOLUME OF LIVE CONVERSATION
13.5m run, jog, tennis, cycling,
swimming,
park outdoor mentions / week
SOURCE | Topsy Pro: UK Sport mentions
(various) 2015
Predictable moments of intent to drive app discovery

37. VOLUME OF LIVE CONVERSATION
WED SATFRITUE THU SUNMON
Shopping avg 20MM mentions /
week
SOURCE | Topsy Pro: UK Shopping mentions
(various) from 2015
Predictable moments of intent to drive app discovery

38. VOLUME OF LIVE CONVERSATION
WED SATFRITUE THU SUNMON
Gaming avg 15MM mentions / week SOURCE | Topsy Pro: global gaming mentions
(various) from 2015
Predictable gaming moments…

39. Keywords
Tailored Audiences
Followers
Device
Gender
Interest
Location
Language
TV Targeting
CONTEXTUAL LIVE MOMENTS OF INTENT

40. Source | Global Web Index, 2015
BOOKS
CHAT/
MESSAGING
GAMES
MUSIC
SOCIAL
NETWORK
PHOTO
58%HAVE INSTALLED AN
APP IN THE
PAST MONTH
@rossysheil

41. THE AVERAGE TWITTER
USER HAS 25% MORE APPS
ON THEIR DEVICE
THAN THE AVERAGE SMARTPHONE OWNER
Source | Research Now, Mobile App Research, UK, Feb 2015
@rossysheil

42. TWITTER USERS ARE HIGH ENGAGERS
OF TWITTER USERS HAVE
APPS ON THEIR PHONE
THAT THEY HAVE PAID
FOR
36%
PAY FOR PURCHASES IN-
APP
27%
Source | Research Now, Mobile App Research, UK, Feb 2015

43. SPENT ON APPS AND ON IN-APP
PURCHASES IN THE LAST 30 DAYS
$69M
Source | Research Now, Mobile App Research, UK, Feb 2015
@rossysheil

44. TARGETING POWERED BY
THE RELEVANCY OF
THE APP GRAPH
CHAT APP
CAMERA APPMUSIC APP
SOCIAL
NETWORKING

45. TARGET OR EXCLUDE YOUR AUDIENCES
Engage very specific audience segments
eCommerce app example
App installs
Sign ups
Users who saw
app page for
these shoes
Drive users to your final action
Gaming app example: Freemium to paid
Tailored audience of
registered users
Current
subscribers

46. ENGAGING
Content

47. APP PROMOTION COMMANDS HIGH AWARENESS
RECALL SEEING A
MOBILE APP INSTALL
CARD ON TWITTER47%
Source | Research Now, Mobile App Research, UK, Feb 2015

48. RECALL SEEING A
MOBILE APP INSTALL
CARD ON TWITTER47%
APP PROMOTION COMMANDS HIGH AWARENESS
TWITTER USERS
UNDER THE AGE
OF70%
THIS NUMBER INCREASES AMONG
25
Source | Research Now, Mobile App Research, UK, Feb 2015

49. MOBILE APP VIDEO ON TWITTER DRIVES
DEEP ENGAGEMENT
SOURCE | Twitter Live Video Research, Neuro Insight, 2015
Beautiful, customisable, and
effective ad format
Image App Card
One click to app store

50. MOBILE APP VIDEO ON TWITTER DRIVES
DEEP ENGAGEMENT
+63%favorability
TWITTER LIVE VIDEO; VIDEO VIEWED LATER
VS. ONLINE VIDEO NORMS
SOURCE | Twitter Live Video Research, Neuro Insight, 2015
+45%engagement
90%mobile viewership

51. THE HIGHEST QUALITY
ENGAGEMENT
UberFacts @UberFacts
Goosebumps @GoosebumpsMovie
Koi fish can live for centuries. One
lived to be 226-years-old.
Huffington Post @HuffingtonPost
Kylie and Kendall Jenner and the
Nobel Peace Prize winner are all
841 2K
Do you dare to release the
Goosebumps trailer? Tweet using
#UnlockGoosebumps and the
creatures will come to life…
140 140
Unlock TrailerPromoted by
100%
viewability,
minimum of 3
secs

53. A LARGE EARNED
AUDIENCE
#TopEleven2015 has gone global.
Top Eleven
@topeleven
#TopEleven2015 Official Video
Top Eleven
Promoted by Top Eleven
261 RETWEETS 272 FAVORITES
Source | Twitter Internal Data
@topeleven
4:1 EARNED TO PAID RATIO

54. @topeleven
TWITTER HELPS YOU
ACQUIRE HIGH
QUALITY USERS L'application de gestion de
football essentielle. Joue
gratuitement sur iOS!
Top Eleven
@topeleven
+24%
ARPU VS. OTHER
CHANNELS
200K+ ENGAGEMENTS
IN 4 WEEKS
Source | Twitter Internal
Top Eleven

55. TWITTER HAS A
UNIQUE RELATIONSHIP WITH TV

56. DRIVE LIVE ENGAGEMENT TO MAXIMIZE TV
USE TWITTER WHILE
WATCHING TV
90%67% 49%
TWEETED ABOUT A TV
ADVERT AIRING
DURING THE TV SHOW
OF ALL ONLINE
CONVERSATION ABOUT TV
TAKES PLACE ON
TWITTER
Source | Nielsen Twitter UK Deep Dive 2014 (TV Shows/Channels)

57. WE MAKE IT EASY TO REACH TV AUDIENCES
SHOW
CHANNEL
GENRE
@rossysheil

58. TV X TWITTER USERS HAVE PURCHASING POWER
PAID FOR APPS ON THEIR PHONE
AV. SMARTPHONE
OWNER
AV. TWITTER
USER
TVxTWITTER
USER
31%
36%
44%
WILLING TO PAY FOR IN-APP PURCHASES
22%
27%
31%
TVxTWITTER
USER
AV. SMARTPHONE
OWNER
AV. TWITTER
USER
Source | Research Now, Mobile App Research, UK, Feb 2015

59. Those engaging with video Promoted Tweets
vs. non-engages
SOURCE | Twitter Brand Effect Measurement Norms, 2015
ENGAGING WITH VIDEO ON TWITTER IS MORE POWERFUL
campaign
awareness
+40%
download
intent
+44%
@rossysheil

60. Source | NeuroResearch at Twitter, Neuro-Insight, 2014
Sense of personal
relevance
+51%
@rossysheil

61. SOURCE | Twitter Vertical Profile, Millward Brown, 2014, Primary vertical targets
* Compared to average of all 6 social networks measured (Twitter, Instagram, Facebook, Pinterest, Vine & Tumblr)
LIVEReach
EVERYDAYRelevance
ENGAGINGContent
Lexy Dermenjian
@mugwumpter
To 🐝, or not to 🐝: that is the question… To
take 💪 against a 🌊 of troubles, and by
opposing, end them? To 💀, to 😴.
@rossysheil

62. @joell
THE POWER OF
@rossysheil