The coronavirus pandemic has served as a boon for Amazon-owned Twitch, with users consuming more than 5 billion hours of content on the platform in the second quarter—a whopping 2,662 percent increase year-over-year.
“It has helped us grow our ad business,” says Sarah Iooss, head of sales for the Americas at Twitch. “It’s been an unbelievable time for us, not just with ad dollars but also with the depth of our partnerships.”
Ad Age caught up with Iooss and asked her what brands are getting right (and wrong) when advertising on the platform; who the most popular streamers are; and which categories are showing the most growth. This interview has been edited for brevity and clarity.
What video games do you play?
I have two kids and I am a Nintendo fan. I dabble in Minecraft, but I like to play Mario Kart the most.
What’s something brands should think about before advertising on Twitch?
If you’re contemplating strategy and decide to go all-in on a game integration, you should know that a lot will ride on whether that game is successful. The same can be said with an esports team.
Give me a brand that’s doing a lot of things right on your platform.
I would say P&G.
Why is that?
They are doing the best creative work with us in terms of strategies that span for an entire year. They also speak to our audience in an authentic way.
Give me an example.
The Charmin brand has a custom game with us called Deuce Invaders. It’s Duck Hunt meets Space Invaders meets poop. It’s funny, but the game is also challenging. The Charmin bear also does this floss with it’s butt. It works because it expresses their brand in a way that is spot on. It’s also humorous, which captures the spirit of Twitch.