Hong Kong – Hot on the heels of its Indonesian office opening last week, Twitter has officially opened its Hong Kong office to service the online and mobile advertising markets across Greater China.

With many Chinese brand advertisers and app developers selling to the worldwide market, Twitter provides an attractive opportunity to reach over 288 million monthly active users, 80% of which are on mobile, that send over 500 million Tweets per day. In addition, millions of people across Hong Kong and Taiwan use Twitter, and local advertisers can reach them directly too. The HK office will be led by Peter Greenberger, Twitter’s Sales Director of Emerging Markets.

“We are capitalising on this growing trend of the most ambitious, entrepreneurial and successful Chinese companies wanting to go global, and we believe that Twitter is an essential way for them to connect and engage with the world,” said Shailesh Rao, Twitter’s Vice President of Asia Pacific, Americas and Emerging Markets. “Opening our Hong Kong office now and hiring a sales support team to work directly with advertisers across the Greater China market will contribute to our next phase of growth in Asia.”

“We are thrilled to open our new Hong Kong office to better serve the needs of Chinese companies, from brand advertisers to app developers, that use online and mobile advertising to target a global audience,” said Peter Greenberger. “Engagement is the new social currency for businesses of all sizes and Twitter’s real-time marketing platform historically provides on average 3-5 times higher engagement rate than traditional digital advertising.”

 

The Benefits of Real-Time Marketing on Twitter

Twitter provides a comprehensive portfolio of advertising solutions to help advertisers reach Twitter users beyond their own follower base. Sophisticated targeting technology includes interest categories, keywords, location, device, gender and more. The core ad formats are Promoted Tweets, Promoted Accounts, Promoted Trends, while new ad formats include Lead Generation, Native Video, Mobile App Promotion and Website Card. Twitter also provides a comprehensive Analytics tool to advertisers to measure the effectiveness of their real-time marketing campaigns.

According to a Nielsen brand survey to measure how Promoted Tweet campaigns influence the audiences that see them, three key findings emerged among advertisers:

• Exposure to a Promoted Tweet impression drove a 22% average increase in message association compared to users not exposed to Promoted Tweets.
• Users who engage with a brand’s Promoted Tweet reported on average 30% higher brand favourability and 53% higher purchase intent than non-engagers.
• Multiple exposures (2 or 3 times) to a Promoted Tweet campaign led to a 10% lift, on average, in brand favourability compared to users exposed to the campaign only once.

“The benefits of using and advertising on Twitter are two-fold. Firstly, it provides us with global access – we can Tweet across the world and reach an international audience. Secondly, it gives us the effectiveness of real-time communication – we can Tweet as and when events happen,” said Tan Rahman, Consumer Business Group, Huawei Technologies.

“We have been running app download campaigns in global markets on Twitter in a very ‘native’ format. It is an important channel to acquire a significant number of new users with high retention rate, which helps with revenue growth. It’s also a great social platform to engage and interactive with our users worldwide,” said Macky We, Marketing, Beijing Elex Technology. “Last but not least, Twitter has a very friendly and supportive team that’s always ready to help!”

Interesting facts and figures about Twitter worldwide:

• More than 288 million monthly active users in Q4 2014 (up 20% year over year).
• Over 500 million Tweets are sent every day.
• 80% of active Twitter users are on mobile devices.
• 77% of users are outside the US.
• Twitter supports more than 35 languages.
• Total revenue in 2014 was US$1.4 billion, up 111% year over year.
• International revenue grew 149% in Q4 2014 and accounted for 34% of total revenue.
• Mobile advertising revenue was 88% of total advertising revenue in Q4 2014.