The interactive live streaming service will share with GroupM key insights into the burgeoning gaming region.
GroupM and Twitch are partnering for the first time in APAC to enable brands gain advertising access to gamers in the region, the agency announced on 28 September.
According to a media statement by the media investment company, the collaboration will enable brands and advertisers across the Asia Pacific region to access unique insights into the popular video live streaming service’s diverse audiences.
The partnership with Twitch will not only empower GroupM with in-depth streaming knowledge and tools to help brands, but will also enable a seamless experience working with Twitch as a platform to reach millions of gaming, music and art audiences, said the company.
GroupM said its clients will enjoy access to insights on Twitch audiences in a fragmented Asia-Pacific 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 innovative solutions – which offers a full suite of services from ideation to production, for bespoke ads and experiences, said the company. Additionally, GroupM and Twitch will co-author a playbook that is designed to help FMCG advertisers target gaming audiences across Asia-Pacific, to be launched this year.