#Wingman - A partnership between Twitter and the Dentsu Aegis Network

Wednesday, 20 July 2016

#Wingman is a joint initiative by Dentsu Aegis Network and Twitter to transform the relationship between Twitter and TV. Twitter and television have always been a natural fit, and the #Wingman program is about maximising impact and focusing investment to make advertising spend on the platform more effective.

What is #Wingman?

#Wingman is an online interactive TV x Twitter planning tool that was co-developed by Twitter and Dentsu Aegis Network to help determine which Twitter x TV strategy is right for a campaign.

Research from multiple Market Mix Models conducted by Dentsu Aegis has demonstrated that, when added to TV investments, Twitter makes each TV dollar more effective.

The tool is designed to:

  1. Provide continuous education within the network so media agency teams have the know-how to add social to TV Buys
  2. Compile and share relevant TV x Twitter case studies
  3. Automate the briefing process between our agency TV/Digital teams and Twitter

The #Wingman tool consists of three components:

  1. Frequency
  2. Reach
  3. Event Alignment

Twitter has a unique offering beyond social, and in developing #Wingman we wanted to unlock the advertising benefits of the platform. For example, Twitter offers video distribution and a 25% incremental audience, when compared to other platforms, that is only available on Twitter.

The #Wingman tool generates a strategic brief that activates our dedicated Twitter team and vertical leaders - ensuring we can make the most of the moments that matter on Twitter, as they happen.

Twitter is fast becoming the social soundtrack for live, real-time moments, and we can capture 90% of Twitter users on mobile consuming video. #Wingman aligns perfectly with the Screen Stack Methodology, designed by Dentsu Aegis Network.

The “TV Stack” is Dentsu Aegis’ approach to TV planning that reflects people’s behaviours today, enabled by convergence. Our approach ensures we maximise our brilliant basics, and systemise our unique approach in a technology and planning. Our approach is informed by a common set of tools and data available around the world.

Twitter is fast becoming a platform of choice as we navigate the complexities in the proliferation of multi-screen consumption, with the platform having seen +400% growth in video consumption this year.

We have found Twitter to be an extremely effective advertising platform for the brands we work with. One brand in particular was able to generate a 93% lift in brand favourability among respondents that did not watch the Oscars on TV but were exposed to the brand’s paid media on Twitter.

Viewers who watched both a brand-sponsored event on TV and were exposed to complementary paid media on Twitter showed a 6 percentage point improved brand favourability versus those who saw the event on TV alone.

So why is #Wingman and TV x Twitter so important? The audience is engaged. The reach is effective. The results speak for themselves.

For more information on the Dentsu Aegis Network follow @DentsuAegisANZ or visit

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