Last week, our CMO Aaron Goldman led a panel on “Seizing Value During Live Moments on Twitter” at Social Media Week in Chicago. He was joined onstage by Resolution Media’s Associate Director, Jared Silverman, and Tommy Filippone of Twitter’s Brand Partnerships team. The conversation revolved around a recent campaign with SAP and Under Armour, run through Resolution Media, and the broader lessons marketers can learn about Twitter advertising. Read on for the four main takeaways from the panel.

Don’t call Twitter a social network.

According to Tommy, 90% of the people who use Twitter on a daily basis are using it for news. Whether they’re using it as a complement to traditional news sources or as their main source of news, Twitter users are embracing the live nature of the platform by using it to keep up with current events. The recent re-classification of the app into the News section was an intentional signal to the industry of Twitter’s identity as a news source.

Live is here to stay.

Twitter’s recent focus on live-streaming, with large deals including NFL Thursday Night Football and the Presidential debates, is just a natural evolution of this real-time focus. Twitter’s live-streaming experience brings together the event itself with the platform’s native social commentary, and all signs point to this strategy continuing into 2017.

You don’t have to have a TV budget to capitalize on TV moments.

In the campaign that led to this panel, Resolution leveraged 4C to trigger ads on Twitter during the NBA finals. Any time a key moment like a three-pointer, dunk, or foul happened during a game, a co-branded ad from SAP and Under Armour was deployed on Twitter. In addition to requiring a dramatically lower budget than a TV campaign, SAP also saw a 56% lower Cost Per Interaction and a 13% increase in Interaction Rate.

Use social data to inform your broader media strategy.

The overarching lesson of this panel came from Jared, with advice he gives to all of his clients. Social data can be very powerful, and provides insights on your audience that aren’t available through traditional demographic targeting. Instead of starting with a broad target and then learning about who’s actually paying attention to your ads after the fact, use social data to learn deeper insights about your audience before launching a campaign, and use those insights to develop cross-screen targeting criteria.

Thanks to Jared and Tommy for joining us onstage at SMW Chicago. Check out our upcoming events to see if we’ll be near you, and get in touch with our team to highlight the work we’ve done with you.