AdExchanger: How Advertisers Are Using Twitch To Reach People Who Hate Ads

Excerpt: After “maxing out” among football and basketball enthusiasts, Brittany Rollheiser, director of digital investment at Mindshare, said she and her CPG client wanted to try a campaign on Twitch. Since the product’s audience is predominantly young and male, targeting esports fans felt like the next logical step.

“We utilized influencers on Twitch’s platform, with their devoted and loyal followings, to sponsor snack breaks,” Rollheiser told AdExchanger. “According to Twitch, 90% of gamers are snacking while on the platform, so we used live influencer streams to carry out this product integration. These were products the influencers already liked and ate, and so taking these snack breaks felt organic.”

To learn more about the opportunities and challenges for Twitch, read the full piece in AdExchanger.