Media Adtech Brand Strategy

Twitch gives GroupM insights into its audiences with new partnership


By Shawn Lim | Reporter, Asia Pacific

September 28, 2021 | 3 min read

Twitch has joined forces with GroupM to allow brands and advertisers in the Asia Pacific access to insights on the audience on the Amazon-owned platform.

“At GroupM, we are focused on building our gaming expertise. Asia-Pacific is made of vibrant communities - especially gaming communities, and Twitch continues to be the leading service that cultivates today’s most sought-after audiences. We’re excited to collaborate with Twitch, and we are committed to making smarter gaming decisions for our clients based on Twitch’s unique audience insights,” said John Miskelly, the investment director for APAC at GroupM.

Sunil Yadav, head of agency development at Twitch, added: “Twitch is excited to partner with institutions that create significant impact and GroupM’s razor focus on high-quality engagement for brands makes them an ideal partner for us. With Twitch’s unique advertising solutions to help brands build closer relationships with consumers and co-create shared life experiences, we are confident that GroupM will be able to deliver strong consumer experiences with our insights.”

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GroupM’s clients will have access to insights on Twitch audiences in a fragmented APAC region

How will Twitch and GroupM work together?

  • Twitch will provide GroupM with streaming knowledge and tools to help brands, as well as reach gaming, music, and art audiences.

  • GroupM’s clients will have access to insights on Twitch audiences in a fragmented APAC region that stream Alpha, Beta, and Early Access games, as well as access to Twitch CTV (connected TV) inventory.

  • The partnership also gives GroupM’s clients access to Twitch’s solutions which offer a full suite of services from ideation to production, for bespoke ads and experiences.

  • GroupM and Twitch will co-author a playbook that is designed to help FMCG advertisers target gaming audiences across APAC, to be launched this year.

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