In this presentation, I share my research and ideas on how to grow Twitter's ad business in Canada, keeping in mind its world class service to advertisers. Advertisers, media planners and brand managers will find this useful. If you want to know how Twitter advertising in Canada is shaped up and where it's headed, this presentation will paint that picture.

1. Product Specialist
@rituashrafi
Twitter Canada

2. Twitter
North
2 years since launching in
Canada, Twitter advertising is
now responsible for increasing
brand reach for a Canadian
company by more than 2.3x vs
organic efforts.
So, what’s stopping us for doing
this for all Canadian Brands?
Source: itbusiness.ca

3. 6.8 Million
Canadians
are on Twitter
They are consumers
and INFLUENCERS.
And open to Brand
conversations.
Source: emarketer.com

4. “Promoted Tweets drove 2.3 times
more site visits to Shomi, on average, than
organic tweets.”
“People having those conversations online
is why Twitter works well for the
entertainment industry.”
- Rita Ferrari, Shomi

5. Conversations
=
Conversions

6. Communication with customers
and influencers through
Tweets, #hashtags, video,
images and
intelligent campaigns
that string all the above
together is what
Canadian Brands want.

7. Marketing
Dollars
The custodians of the brands
are creative agencies, media
planning and buying agencies
and of course brand managers
and Twitter Canada needs to
be the most trusted advisor to
them when it comes to telling
them how to spend their
marketing dollars online.

9. VIDEO

10. 300 hours of video are being uploaded to
Youtube every minute, and Facebook’s
hosted videos are earning some serious pre-
roll video ad budget.*
The good news?
Advertisers are more than OKAY to spend
their video ad budget on social channels.
*Source: https://www.youtube.com/yt/press/statistics.html

11. Enter
Twitter
Amplify
Allowing Networks to retain
control of their content as well
as the monetisation of it.
Allowing Brand advertisers to
sponsor premium Network
content, in real time.

12. Audiences can immediately relive
that moment or experience it for
the first time on their mobile
phones while they engage in
Twitter conversations.
- Twitter Amplify

13. AMPLIFY
Multiple Screens
Many Touchpoints
Many points of Conversion

14. “It’sTwitter, not
rocket science.”
-@rituashrafi

15. Simplifying
Twitter
Reach your customers at scale,
speak with them, get their
feedback, leverage their
influence, persuade and gain
new customers.
These are the end results of
advertising on Twitter. And here
are the steps to get there…

16. The average CTR on Twitter Ads are 8
to 24 times higher than the average
ad on Facebook.
- wordstream.com

17. Users who engage with a brand’s
Promoted Tweet report on average…
53% higher purchase intent than
non-engagers.
- blog.twitter.com
Promoted Tweet

18. Users are 72% more likely to buy
from a brand they already follow on
Twitter.
- blog.twitter.com
Promoted Account

19. Get users to Tweet for you.
Users Tweeted about a Brand 22%
more after seeing a Promoted Trend.
- biz.twitter.com
Promoted Trend

20. Algorithm
Twitter makes sure only
those who should see your
Promoted Tweets will see it.
How?
With Resonance, AKA the
“secret sauce” of Twitter.

21. Targeting
Hyper geo-targeting,
demographic, intent,
device or retargeting, you
name it, Twitter’s got it.
Resonance, meet zero
media wastage.

22. #branding

23. Culture
The power of Twitter can
turn your brand
campaign into pop-
culture*.
*No pun intended.

24. Tweet to Vote Tweet to Drive Tweet to Eat
Tweet to See Tweet to Wear Tweet to Drink

25. Brand Advertiser + Video
+ Twitter Amplify +
Resonance + Visual +
Targeting
Putting it Together

26. Case
Study
Client: Dove Canada
Campaign: #choosebeautiful
Summary: This campaign took a bold
social experiment and turned it into a
social movement with the power of
the #choosebeautiful hashtag. This
allowed for users to identify with
feeling beautiful, which is associated
with using the Dove product.

27. Case
Study
Client: Bell Canada
Campaign: #bell_letstalk
Summary: In this campaign, Bell
turned its own communication
power over to talking about mental
health issues. It succeeded in
getting influencers involved and
reaching a mass Canadian audience.

28. Case
Study
Client: Coca Cola Canada
Campaign: #trophytour
Summary: In this multichannel digital
and experiential campaign, Coca
Cola and FIFA partnered to spread
the love of soccer across Canada. The
feelings of “winning” and celebration
were associated with Coca Cola and
multiplied digitally with each Tweet.

29. Nerd Alert
I believe that without love for a product, it’s
hard to sell it, and I love Twitter. A lot.
When it comes to powering up Branding with
Twitter, I’m almost a nerd about it and I’m not
afraid to tell the ad-world about it either.
-@rituashrafi

30. #ritu4twitter
Twitter is a global household name. I believe the advertising influence
of the company should match the size of the name and I want to help
make it so.
Technology owns the world today and the best tech engineers call
Twitter home. Being able to sell their work to the marketing and ad
world would be the biggest accomplishment for me.
Thinking big doesn’t scare me and I already have 5 ideas on
proposing the biggest, most immersive digital campaigns for Canada’s
top brands like Campbell’s, Downy, L’Oreal, Rogers and Ford.
I genuinely like working with sales people. Their energy gives me a
buzz and no matter what colourful personalities are in the team, they
fuel me and make me want to show up everyday and give it my best.

31. @rituashrafi
6+ years of experience in
online ad solutions.
My sales presentations have
helped individual Account
Execs close $250K+ per
quarter.
Selling Solutions Focused.

32. #letstalk
@rituashrafi
ritu.ashrafi@gmail.com
+1-647-462-2214