The success of virtual events during the COVID-19 pandemic — many of which took place on Twitch — has sparked speculation about the value of large-scale in-person events, both for platforms like Twitch and for the brands looking to reach their users. But Twitch is all-in on live events, viewing in-person community engagement as a major pillar of its marketing strategy.
| Twitch has had a rocky 2023, but this weekend's TwitchCon represents an opportunity for the platform to get back on track going into the new year. Twitch CMO Rachel Delphin talks about Twitch's community engagement strategy at TwitchCon 2023. Additional coverage: The social platform formerly known as Twitter is in flux. And brands and retailers might be shifting away from including X in their marketing strategies. As expected, AI was a major hot topic for marketers at Advertising Week who can see the potential of it more than previous buzzy hype-cycle phenomenons. Read today's Advertising Week Briefing. We asked five Gen Z workers to share their thoughts around AI, including how they use it, what their biggest concerns are, what excites them, how it might influence their career, and more. Our most-read story this week: TikTok touts its curated audiences to advertisers to drive Black Friday, Cyber Monday sales. Don’t miss this package from our sister site, WorkLife, covering how Gen Z is reshaping the workforce. Other things to know about Using technology that facilitates relationships between the buy- and sell-sides allows advertisers to negotiate fees on working media to reduce the tech tax end-to-end. Sponsored by Nexxen. Advertisers are increasingly using location context to serve locally relevant ads, connecting with consumers by responding to their inferred interests and physical location in real time. Sponsored by Adsquare. To resolve the issue of many DSPs not using identifiers that are compatible across various technologies, advertisers are focusing on tech rooted in an audience-based model. Produced in partnership with Marketecture. | | |
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