September 12, 2023
August 5, 2022
Twitch is to Amazon what YouTube is to Google; it is effectively Amazon’s live web streaming service that brings in gobs of subscription and advertising revenue.
On August 25, 2014, Amazon acquired Twitch Interactive for $970 million. Seeing as how nearly everything Amazon touches turns to gold, we’re not surprised by the incredible growth and worldwide success that Twitch has achieved!
Twitch offers a unique and engaging experience for its users by allowing gamers to interact with streamers during their live streams. Subscribers are able to watch their favorite gamers and personalities while communicating with them through chat, tipping and voting features – this creates a community within each streamers realm that keeps thousands of loyal fans continuously logging in to keep up with the latest happenings! Many streamers are live for 10+ hours a day, which makes it an endless portal for marketing and advertising on various schedules.
Not excited yet?
How about this: some ad campaigns have cycled through Twitch and achieved an incredible 68% of video completions, so it doesn’t take an expert to realize that Twitch is oozing with marketing potential. So far, in each month of 2019, Twitch has hosted more than 880 million hours of stream views. That is no small feat, and when it comes to advertising on Twitch, the audience is actually watching attentively – after all, they’re captive, highly engaged and passionate.
Twitch is all about gaming streams (although there are other things you can watch on the platform) and it seems like every single day there is another record being set by the video streaming platform giant. In April of 2018, Tyler “Ninja” Blevins set an all-time record of concurrent viewers on the site topping off at 667,000 people watching him play the hit game Fortnite all at once.
Video game streaming is a “must-explore” area for anyone looking for a way to reach the millennial and younger demographics as services like Twitch have so many eyes glued to them. Unlike other sporting events, e-sports are more easily accessible and played way more frequently than, say a football game. E-sports viewers speak the language of video, and so when a video ad plays during their viewing session, it grabs their attention more so than a TV ad would during a football game.
Another pro to advertising on Twitch is that typically when an individual is watching a stream on the platform, they do not switch channels during a commercial break like one would do while watching television.
The Audience
Twitch’s website describes its advertisement service as “Bringing brands, game publishers, and viewers together with strategic ad solutions in a social video environment.”
But who are you really reaching by advertising on Twitch?
Here’s a glimpse into the demographic of Twitches 15 million daily users that you can reach through advertising on the platform: 81.5% are male with 55% in between the ages of 18-34. On average, a Twitch user spends 95 minutes per day watching live gaming. That’s enough focused target demographic to make most marketers green with envy.
With predominately Gen Z and Millennial males flocking to Twitch in droves, it makes advertising on the platform simple by the fact that you can clearly know who will be seeing your ads, as opposed to the banner blindness across other platforms that often causes confusion.
The Future
Without going into too much detail here, the future of advertising on twitch looks very promising. Here are four quick points that show why Twitch will only continue to get better:
1. Twitch reaches over half of the millennial males in America, and it continues to grow!
2. There are several basic ways to advertise on Twitch (like with video ads or popups) as well as more creative and interactive ways (like by sponsoring streamers and teaming up with their marketing teams to promote your product during their sessions.) The mere fact that it’s such an engaging platform means that the advertising opportunities are endless.
3. Twitch CEO Emmet Shear projects $1 Billion ad revenue for 2019!
4. Many are predicting that Twitch will broaden its popularity and begin hosting live streams of other favorite hobbies such as cooking, home improvement, and arts and crafts – this will only open up more opportunity to reach valuable potential clients.All in all, marketing on Twitch can be an extremely powerful tool to increase brand awareness with a massive audience that is otherwise extremely difficult to reach through traditional advertising. For more info check out the Twitch website here.
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September 12, 2023
September 12, 2023
August 5, 2022
Emily…
James comes to Podean with a wealth of marketplace knowledge having worked at Amazon Corporate for 5+ years. He worked in many different roles and groups during his time there from Seller Support to Vendor Management. From recruiting and onboarding 3P sellers to new categories, handling highly escalated executive level contacts, and managing vendor relationships he brings an inside understanding of how Amazon works. James is passionate about online retail and brings a client and customer centered approach as the Head of US Retail Operations. Before his e-commerce focused life, James worked across industries that have always focused and delivered results in customer service, account management, and inventory management.
With more than 15 years of experience Alejandro has led some of the most edgy projects in the LATAM region and has built-up high-performance teams from both agency and brand sides. Working with Havas he put together a Consumer Engagement unit for Pepsi. He led a WPP digital solution for L’Oréal and while working with Mediacom he redesigned Coca-Cola’s media team. Most recently he was a fundamental part of Danone’s media transformation into a brand salience unit. He was born and raised in Mexico City, loves being outdoors, listening to music and spending time with his 7-year-old daughter.
Danielle leads media globally for Podean. She previously led the Amazon and e-commerce division at performance marketing agency, Merkle (part of Dentsu). Danielle has deep expertise across all facets of Amazon advertising – DSP, sponsored ads, audio, out of home and beyond. She has delivered significant growth for some of the world’s largest brands including Nestle, managing tens of millions of advertising spend on their behalf.
Before Podean, Travis Johnson was Founder and President of Dentsu’s Amazon-focused consultancy, Sellwin. Prior joining Dentsu he was Global CEO of Ansible Mobile in New York, and also held CEO positions in Australia for media agencies UM, Initiative and Cadreon. He was an Adweek Media Allstar in 2017 and has won over 50 International Awards across his career.
Maddie leads our client management team and also marketing for Podean. Maddie’s team operates as an extension of our client’s teams – anticipating their needs, thinking proactively, and always delivering on time. Maddie is also responsible for all aspects of Podean marketing, from blogs and email newsletters to PR, content, and advertising.
Lizzy manages the Podean media team across any, and every, media solution offered by Amazon and other marketplaces. Whether it’s search/sponsored ads, DSP display and video, Twitch, audio or activations we have the experts to deliver. Every client that her team has worked on has seen a step-change in media effectiveness and sales versus their previous operations.
Jonathan Hawkins leads Podean’s European operations, working with clients spanning all categories. His team assists brands with every aspect of setup and optimization across the region including supply chain advice, logistics, retail operations, analytics and media management. P Before joining Podean, Hawkins was Commercial Director of Square Up media, owners of media properties including Escapism, Foodism and Square Mile. During his decade at Square Up he led editorial, content and most recently commercialisation and sales with a focus on digital products and ecommerce growth.
We have hand-picked the best and brightest Amazon talent from around the USA and the world. Our delivery team of 6 New York based, and 17 Amazon and marketplace marketing specialists ensure our clients receive the best campaign performance. They are experts in retail management, performance media optimization, but also video, analytics, AMC, voice, creative and higher impact executions.
Ashley has covered all aspects of digital marketing in his career, having led digital media for Initiative Media Australia, then managed a team of cross-functional digital salespeople at Mi9 (MSN) and was most recently the Managing Director of ecommerce conversion optimization software company, Ve. Ashley’s leadership, collaboration skills and entrepreneurial spirit drive the Australian business.
Mark is a 20+ year digital leader and before Podean was EVP at Reprise where he successfully launched IPG’s Amazon Center Of Excellence. Prior to this, Mark led mobile and innovation agency Ansible. Earlier in his career he was the Founder and CEO of Concep, an email and performance marketing agency with offices in the UK, USA and Australia.