Twitter advertising pool grows off the back of cultural and TV moments

SEP 15, 2021

Twitter acting MD for Australia shares the latest insights into the social media platform's advertiser base and how brands are tapping both cultural and TV tentpole moments to drive engagement

Heightened consumer demand to connect authentically around cultural conversations as well as tentpole TV moments are triggering strong growth in the number of brands investing marketing dollars into Twitter globally and locally.

According to Twitter acting MD, Angus Keene, the social media platform is not only seeing new brands coming onboard to test its platform for the first time, its finding existing partners are also doing more across the marketing funnel. He noted both a desire to connect with what’s happening in the world, as well as to launch new products and services, as catalysts for growing brand engagement.

This brand boon has led to an 87 per cent increase in ad revenue for Twitter globally during the last quarter to 30 June 2021 to US$1.05 billion. The social media platform also recently reported an 11 per cent year-on-year increase in its global monetizable daily active users to 206 million.

“We are the undisputed home for breaking news and real-time conversations around a varied set of topics, from sports to music, entertainment, tech, gaming, business and much more. These are defining culture as well as what’s trending globally,” Keene told CMO. “It’s also why our audience is so special and valuable.”

Keene pointed to Twitter global research, which found eight in 10 users consider themselves opinion leaders. More than four in 10 (41 per cent) are also more likely than non-Twitter users to recommend products to friends and family.

Angus Keene

Credit: TwitterAngus Keene

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