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Advertising in Emerging Culture: Forget What You Think You Know - Sunil Yadav, Twitch

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Advertising in Emerging Culture: Forget What You Think You Know - Sunil Yadav, Twitch

We are at a tipping point in marketing, one driven by Gen Z and the influence they have over culture. This generation is moving away from the individualised social amplification of social media to a more community-centric, connected, decentralised experience found originally in gaming environments.
Communication evolves with every generation, and as the largest generation to date steps into their role as trendsetters leading social and cultural change, with more economic power than ever before, brands need to understand their influence or risk being left behind. In this session we introduce a new Generation - Generation Twitch, an audience spanning Millennials, Gen Z and Gen Alpha, who are all under the influence of the emerging social codes. We reveal what matters to these meme masters, their values and social behaviours, how they communicate and their expectations of brands.
Key Takeaways:
Lead, don’t follow - recognise that communication with the new generation of audience requires personalised approached and an understanding of changing cultural values.
Thrive in 5 - Brands that put themselves at the head of these 5 emerging values will be able to lead not follow.
Generation Twitch - A new generation of audience awards your brand engagement.

We are at a tipping point in marketing, one driven by Gen Z and the influence they have over culture. This generation is moving away from the individualised social amplification of social media to a more community-centric, connected, decentralised experience found originally in gaming environments.
Communication evolves with every generation, and as the largest generation to date steps into their role as trendsetters leading social and cultural change, with more economic power than ever before, brands need to understand their influence or risk being left behind. In this session we introduce a new Generation - Generation Twitch, an audience spanning Millennials, Gen Z and Gen Alpha, who are all under the influence of the emerging social codes. We reveal what matters to these meme masters, their values and social behaviours, how they communicate and their expectations of brands.
Key Takeaways:
Lead, don’t follow - recognise that communication with the new generation of audience requires personalised approached and an understanding of changing cultural values.
Thrive in 5 - Brands that put themselves at the head of these 5 emerging values will be able to lead not follow.
Generation Twitch - A new generation of audience awards your brand engagement.

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Advertising in Emerging Culture: Forget What You Think You Know - Sunil Yadav, Twitch

  1. 1. KEYNOTE SINGAPORE ~ SEPTEMBER 15 - 16, 2022 DIGIMARCONSOUTHEASTASIA.COM | #DigiMarConSoutheastAsia DIGIMARCONSINGAPORE.SG | #DigiMarConSingapore Sunil Yadav DIRECTOR OF AGENCY DEVELOPMENT, APAC, TWITCH Advertising in Emerging Culture: Forget What You Think You Know
  2. 2. Forget what you think you know Advertising in Emerging Culture:
  3. 3. The youngest generations drive behavioural changes Source: Unsplash, Images by Lewis Parsons & Mick Haupt Millennial Gen Z
  4. 4. Gen Z are 2.5 billion 1997 2012 Currently ages 10 - 25 $7 trillion Currently earn 27% of the world’s income Representing $33 trillion by 2030 Source: GWI, Q4 ‘20 – Q3 ‘21. Global. Bloomberg, 2021; Business Insider, 2021.
  5. 5. Introducing Introducing Introducing Introducing
  6. 6. Which emote represents ‘laughing so hard’?
  7. 7. IDK! THX! TY! Thnx! K thx bye. LOL!! HAHA! OMG! Gen X Millennial Gen Z Source: Emojipedia.org
  8. 8. Brand Growth - $ Cultural Change Brands who understand emerging audience behaviours Brands relying on residual cultural behaviours
  9. 9. Global Survey Semiotic Review Understand it Creative Focus Group Online research amongst the community Validates it UK | US | DE | BR | JP Twitch RPG respondents Pieces of material 75 85 AU | JP | KR | TH | TW | UK | US | DE | BR | FR | IT | ES respondents 6000 Source: Twitch Creative Focus Groups, Twitch RPG, October 2021
  10. 10. Source: Sign Salad, Twitch Semiotic Analysis, UK, US, DE, BR, JP, September 2021 We explored how four pillars are changing over time: Live Experiences Shared Experiences Livestreaming Gaming
  11. 11. Source: Sign Salad, Twitch Semiotic Analysis, UK, US, DE, BR, JP, September 2021 Previous/Present Emerging Authentic Curated Fluid Fixed Inclusive Exclusive Collaborative Passive Purposeful Disengaged
  12. 12. Authentic Source: Value of Twitch. Twitch Research Power Group (RPG) (n=75) & PureProfile.Twitch weekly viewers 18 - 45 n=4551 September to December 2021. US, DE, JP, BR, UK, FR, IT, ES, AU, KR, TH, TW.
  13. 13. Best practice: Brand Trust Build 75% of Twitch viewers agree That what’s happening on Twitch is authentic… Moments of real emotion or drama Show your human side, welcome spontaneity and embrace the candour of livestreaming
  14. 14. Authentic Fluid Inclusive Collaborative Purposeful Emerging Behaviours
  15. 15. Fluid Source: Value of Twitch. Twitch Research Power Group (RPG) (n=75) & PureProfile.Twitch weekly viewers 18 - 45 n=4551 September to December 2021. US, DE, JP, BR, UK, FR, IT, ES, AU, KR, TH, TW.
  16. 16. Brand Engagement Build 72% Of Twitch viewers agree That interactive tools make advertising more interesting on Twitch (+9%pts vs competitor average) Best practice: Integrate your brand in a way that takes advantage of the creative opportunities available via the digital experience
  17. 17. Authentic Fluid Inclusive Collaborative Purposeful Emerging Behaviours
  18. 18. Inclusive Source: Value of Twitch. Twitch Research Power Group (RPG) (n=75) & PureProfile.Twitch weekly viewers 18 - 45 n=4551 September to December 2021. US, DE, JP, BR, UK, FR, IT, ES, AU, KR, TH, TW.
  19. 19. Brand Recognition Build 78% That Twitch is a Diverse community for everyone of Twitch viewers agree Best practice: Be open to all and feature diverse voices that reflect the diversity found within the Twitch audience
  20. 20. Authentic Fluid Inclusive Collaborative Purposeful Emerging Behaviours
  21. 21. Collaboration Source: Value of Twitch. Twitch Research Power Group (RPG) (n=75) & PureProfile.Twitch weekly viewers 18 - 45 n=4551 September to December 2021. US, DE, JP, BR, UK, FR, IT, ES, AU, KR, TH, TW.
  22. 22. Brand Loyalty Build On Twitch interaction with the community is everything 74% of Twitch viewers agree Best practice: Go beyond passive observation and encourage participation from a willing community
  23. 23. Authentic Fluid Inclusive Collaborative Purposeful Emerging Behaviours
  24. 24. Purposeful Source: Value of Twitch. Twitch Research Power Group (RPG) (n=75) & PureProfile.Twitch weekly viewers 18 - 45 n=4551 September to December 2021. US, DE, JP, BR, UK, FR, IT, ES, AU, KR, TH, TW.
  25. 25. Brand Love Build Twitch is a Supportive Community 74% Of Twitch viewers agree Best practice: Invite engagement through collaborations with streamers who share a sense of purpose
  26. 26. Authentic Fluid Inclusive Collaborative Purposeful Emerging Behaviours
  27. 27. Live LIVE Supercharges: Authentic Purposeful Inclusive Collaborative Fluid
  28. 28. it means more because it’s happening and unfolding right now 75% of Twitch viewers agree Source: Value of Twitch. Twitch Research Power Group (RPG) (n=75) & PureProfile.Twitch weekly viewers 18 - 45 n=4551 September to December 2021. US, DE, JP, BR, UK, FR, IT, ES, AU, KR, TH, TW. They’re more engaged and attentive watching because it’s live 77% of Twitch viewers agree Live
  29. 29. Compared to competitors Twitch viewers are more likely to feel: (During their last visit) Compared to competitors Twitch viewers are less likely to feel: (During their last visit) Source: Value of Twitch. Twitch Research Power Group (RPG) (n=75) & PureProfile.Twitch weekly viewers 18 - 45 n=4551September to December 2021. US, DE, JP, BR, UK, FR, IT, ES, AU, KR, TH, TW. They feel they can experience the emotion along with the streamers 74% Of Twitch viewers agree Excited Amused Involved Energised Warm Bored
  30. 30. Twitch is a place for everyone, and that includes brands Source: Twitch Creative Focus Groups, Twitch RPG, October 2021 69% Agree any brand can advertise on Twitch (+2%pts vs competitor average*) 60% Agree prefer to use or buy a brand if they know they advertise on Twitch
  31. 31. Brands have the right to be bold on Twitch 73% Agree brands can be bold and creative on this platform (+6%pts vs competitor average) 70% Agree brands can be playful when advertising on Twitch (+5%pts vs competitor average)
  32. 32. they are more likely to consider brands that creators recommend (+5%pts vs competitor average) 69% Agree they are more likely to consider brands that creators use themselves (+8%pts vs competitor average) Direct Impact 66% Agree that work with Twitch streamers can drive: Brands advertising is important because it supports creators (+7%pts vs competitor average*) 73% Agree Engagement
  33. 33. Source: Sign Salad, Twitch Semiotic Analysis, UK, US, DE, BR, JP, September 2021 The best performing partnerships align with the emerging behaviours and best practice guidelines Culture as it is now Present Culture as it is becoming Emerging Curated Authentic Fixed Fluid Exclusive Inclusive Passive Collaboration Disengaged Purposeful
  34. 34. Key Takeaways Key Takeaways Key Takeaways Key Takeaways Lead, don’t follow Thrive in 5 Generation Twitch Authentic | Fluid | Inclusive Collaboration | Purposeful
  35. 35. Kindly scan the QR code for the survey

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