TWITCH - Paul Nesbitt (Director, International Measurement and Insight). How can brands connect with Gen Z? Harnessing emotion in advertising; measuring impressions to purchase (and the important stuff that comes in between).

A deep dive into building effective advertising and brand partnerships, with a focus on evolving propositions for Gen Z.  The highly engaging Paul Nesbitt, Director of  International Measurement and Insights at Twitch, talks through using new metrics to gauge ad effectiveness, his experiences across agencies and partnering with brands. 

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 In this episode we cover:

• Paul's love the stars (literally and otherwise)
• How Twitch has evolved
• Helping brands integrate within live streaming 
• The skills to set up an internal agency
• Building relationships with Gen Z
• Using new metrics to gauge ad effectiveness
• Measuring emotion and tying to outcomes 
• Why brand building still matters
• The importance of being brave

Book recommendations:

THE SHADOW OF THE WIND  - Carlos Ruiz Zafon

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Chapters

• 0:43 Guest intro
• 2:21 What you don't know about Paul!
• 5:34 What is Twitch?
• 7:07 Setting up an internal insights team & methodologies used
• 11:28 Helping guide brands on Twitch
• 15:56 Building relationships with Gen Z
• 22:36 What makes a good/ bad agency?
• 27:56 How to think about modern ad measurement
• 34:09 Tying the pieces together & predictive metrics
• 35:47 Measuring the impact of emotion
• 41:11 Why brand building is important
• 44:19 Quickfire round