Melissa Barnes
Melissa Barnes, Head of Global Brands for Twitter, advises advertisers to look for moments with patterns they can own as a brand in order to score big with consumers during the Soccer World Cup. “What is actually going to relate to the brand? How do you see that from a visual perspective and a storyline perspective? Of course you want to stick to one theme and keep repeating it to make it more memorable…but there’s so much data people can access that when you step back, you’ll see there are actually quite a number of moments a viewer can engage in” she said. Barnes, currently taking part in Advertising Week LatAm in Mexico City, believes that digital platforms are conquering territories that used to belong to TV. “We have so many media companies and publishing partners who are sort of leaning in, because what they are seeing is that the Twitter experience is incredibly valuable in the way it supports their stories and extends those stories to the audience they want to reach.” She said that this will likely extend far beyond the World Cup, “because the relationships we’re building across all categories – sports, entertainment, music, you name it – are overwhelming in the way those partners have come to depend on us.” She added that the more relevant a brand’s ads are to the target audience in terms of timing plus content, the better they perform. “We think of that primarily from a creative and a targeting perspective, but ultimately, the more relevant your ads are, the more impact they’re likely to have.”
