#17 Nick Heitz from Twitch Explains Ad Performance at the Enterprise Level

Nick Heitz from Twitch discusses how enterprise advertisers use branded content to influence consumer perception. The most effective campaigns were omni-channel platform first strategies where one piece of creative is customized for each platform where that messaging lives.  Nick believes the trend will be for brands to move to subscription models to learn more about their customers and to build their own value - rather than building audiences on other platforms (social media). Creator and community driven platforms - Pelaton, TikTok, Twitch - have a much stronger value proposition to their customers and their advertisers.  Quality advertisers are trying to add to the platform’s experience and audience - rather than to absorb people’s time or disrupt them into taking action. As Nick says, “Meet your consumers where they are, rather than interrupting them.”