Gabriela Loyola de Twich
In the world of gaming, how can brands be part of the conversation without being offensive? The answer can be found in the Twitch formats for advertisers. “With Twitch, brands can interact with their target groups wherever and whoever they might consist of, which allows advertisers to provide the ‘best service.’ That is to say, service that is immediately relevant for the audience and can both win and maintain its attention,” said Gabriela Loyola, Latin American head of sales for Twitch. According to the Twitch experience, the connection of brands with the public is done with simple video ads targeting the community, while the next step would be the use of streamers “where we work with brands to present video segments or product identification, or interact with the audience in a way that feels natural for the channel,” she said in an interview with PRODU.Twitch concentrates on its content and streamers, Loyola noted. “We’d say our streamers are the heart and soul of our service, not only for the content made by Twitch, but also for all that is made outside of Twitch. They themselves are great brands that can make noise around the content they produce and the things they represent. We follow the ‘crawl, walk, run’ rule to help brands understand how to navigate this territory.”Audience of more than 30 millionAccording to Loyola, the platform has a worldwide average of at least 30 million different viewers a day. “When speaking about advertisers and brand advertising campaigns, we have seen a growing interest of brands to reach younger audiences, whether through video games, esports or any other subjects that interest them on Twitch. And though there are brands that spot the opportunity this offers, many don’t know how to take advantage of it. Twitch is the consultant of confidence that these companies can depend on.” One of Twitch’s greatest attractions for brands, said Loyola, is the fact that the content is broadcast live and this has two great collateral benefits. “The first is that its content is authentic, is not scripted, is unpredictable and goes against the current of prefabricated content that other platforms bombard us with. That gives the feeling of being genuine and authentic and gives the audience a real close-up experience with their favorite streamers. It’s real and intimate. The second factor that comes from being live content is the elimination of FOMO (fear of missing out). This is the generation that coined the phrase ‘If you weren’t there, did it really happen?’ What’s more, the real-time chat on Twitch is a space where viewers can express their reactions and feelings as the action develops, is visualized and answered in real time via live streaming.”
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