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Marco Botero of Twitter: Brand Safety Is What Distinguishes US
Manuela Walfenzao| 27 de septiembre de 2019
Marco Botero Twitter
For Marco Botero, Director of Twitter Miami and its U.S. Hispanic team, brand safety today is a requirement and a priority. “In the case of Twitter, it is what distinguishes us,” he said. “We see that video continues to be the preferred format among our users and advertisers to tell their stories, and Twitter is the bridge between both.” To improve brand safety within the platform, Twitter invests in advanced technology, human resources and better means of control for its marketers. “We offer video products that associate brands with the best content in Latin America, such as sports, entertainment and events,” he added. Botero advised advertisers to keep in mind that not all audiences are the same and that Twitter’s audience is the most valuable of all, because it is the most receptive to their messages. “I also recommend creating video content between six and 15 seconds, which gives it the power to attract the audience’s attention. And finally, I invite you to use third-party partners to verify that Twitter has a safe, select display environment. Twitter is the best place to launch something new and to connect it with what is happening in the world,” he said. Botero’s comments form part of the monthly FastFWD report for September, which addressed the issue of brand safety and visability in the mobile world.
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