“In the past, we did a campaign with a quick-service restaurant brand on Twitch,” Digitas associate director Cody Creelman told AdExchanger. Twitch’s influencers help market products relevant to gamers and the key is making an ad look and feel, well, not like an ad. “ We attribute our success to being hyperfocused on community, not competitors, and will continue to scale our ad business in a manner that most benefits our creators,” Andrea Garabedian, VP of advertiser marketing at Twitch, told AdExchanger in an email. The most popular Twitch influencer, Ninja, has almost 11.8 million followers.
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Millennial gamers know how to avoid ads, which is why many agencies are choosing to buy inventory on Twitch.
This was largely attributed to young men in tech and gaming communities. Research from the IAB Tech Lab found that US men 18-34 were the most likely demographic to use ad blockers.
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On the plus side, Twitch, the popular video streaming platform that boasts more than 15 million daily active users, has an audience of gamers: the advertiser’s unicorn. If Amazon-owned Twitch reaches its goal this year of – according to Bloomberg – doubling its ad sales revenue to $1 billion, it has quite a lot to offer but a lot it must still do.
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