Semetis was the first agency in the Benelux to launch a Display campaign on Twitch together with Circus Belgium. This new placement recently launched allows brands to reach their target audience with different formats than video ads and at a cheaper cost.
What is Twitch ?
A dynamic platform that combines the best features of linear TV, streaming platforms, and social media, offering a diverse range of content such as gaming, sports, music, entertainment, and more.
It has an impressive reach, averaging 1.5 million monthly unique viewers in Belgium (Twitch internal data, Q1 2022 - Q4 2022), equivalent to approximately 194,000 daily unique viewers.
Why should your brand consider joining Twitch?
Firstly, Twitch has emerged as a powerful medium for engaging with the younger demographic. In fact, 53% of Twitch's audience falls between the ages of 16 and 24, while 27% belong to the 25-34 age group, indicating that a significant 80% of its users are from the Gen Z and Millennial generations.
Moreover, it offers the unique advantage of reaching audiences that are typically absent from traditional TV and social media platforms like Facebook, TikTok, and YouTube.
Lastly, Twitch has experienced a tremendous surge in popularity, particularly since the onset of the COVID-19 pandemic, resulting in a significant increase in user interest compared to 2018 and 2019. This upward trend in engagement is favorable for advertisers presenting lucrative opportunities for brands to connect with a wide range of users.
New format: Display Ads
Twitch already provided various advertising formats, including unskippable and clickable video ads and recently launched two new Display formats:
- Home headliner with 24-hour visibility: The perfect placement to enhance your brand's visibility and make a lasting impression.
- Medium rectangle and super leaderboard banners: Engage with users and maximize your brand exposure by leveraging these impactful formats.
Beside those two you can also advertise with videos using:
- Takeover during 24 hours: Ideal for significantly increasing your reach and capturing people's attention on a large scale.
- Video incorporated in live broadcasts across different screens: Engage with users while ensuring your message is viewed, thanks to the unskippable nature of the format.
Results
Semetis was the pioneer and successfully launched display banners on Twitch in the Benelux region. CPM's are of course cheaper than video campaigns. On the other hand, inventory is more limited so it could have an impact on your delivery leading to investment underspend or higher CPMs compared to average benchmark for that specific placement.
Conclusion
Twitch stands as a good social platform for reaching out to Gen Z and Millennials. Its diverse content, growing popularity, and ability to engage tech-savvy and gaming-focused audiences make it a prime choice for brands looking to connect with these demographics. With various advertising formats available, including the new display banner option, Twitch provides compelling opportunities to amplify your brand's presence and engage with a wider audience.
Emilie Andries
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