Twitch has exploded in popularity over the past few years, becoming a go-to platform for both content creators and digital marketers. Originally known as a space primarily for gamers, it’s grown into a powerhouse for streaming a variety of content—from live gaming to music, art, and even just chatting sessions.
For small businesses and digital marketers, Twitch ads can be a game-changer. According to Twitch’s data, it receives an average of 105 million visitors every month. The platform offers highly targeted advertising opportunities, allowing brands to reach a young, engaged audience that’s hard to find elsewhere.
We’re talking about a user base that’s active, tuned-in, and largely composed of Gen Z and Millennials—the very demographic you may be trying to tap into.
In this article, we’re going to dive into how Twitch ads work and why they’re a goldmine for your business. For those who are less interested in ads, we’ll also cover ways to block them if you prefer a smoother, uninterrupted viewing experience.
What are Twitch ads?
Twitch ads are advertisements that pop up during a Twitch stream. This gives you a direct line to a Twitch streamer’s highly engaged and often interactive audience. Twitch ads come in different shapes and sizes, each with its own strategy for grabbing attention:
Pre-roll ads
Pre-roll ads on Twitch are short ads that automatically play when viewers first start watching a stream. These ads serve as the initial content before the live stream begins, giving you a prime opportunity to capture attention right as viewers tune in. Since they appear before the stream, they don’t interrupt the flow of live content.
Mid-roll ads
These ads pop up during a stream, typically at the moment the streamer decides to take a break. Streamers often have control over when they play, so they’re strategically timed for when viewers are locked in but not fully distracted by the action.
Display ads
These are non-intrusive ads that appear around the content (like on the homepage or channel pages), keeping the stream uninterrupted. These ads are less disruptive but still manage to catch the eye as you navigate through the platform. Specific types of Twitch display ads include:
- Homepage headliners – Features two ads: one on the Twitch desktop homepage and another that appears full screen in the mobile feed.
- Super leaderboard – The super leaderboard grabs attention as viewers browse for content. It doesn’t expand or support video, but it allows for animated assets.
- Medium rectangle – Similar to the superior leaderboard and appears in the “Browse” page of Twitch.
- Stream display ads – Let you display your ads alongside Twitch live streams, with creator audio staying on, ensuring the viewer experience isn’t interrupted.
Why Twitch Ads work for brands
Twitch ads give you a unique way to reach a highly specific audience. Most Twitch users belong to a young, tech-savvy crowd, with a strong chunk of the community into gaming and live entertainment.
If you’re targeting Gen Z or Millennials, this is a sweet spot. 70% of Twitch’s audience falls within the 18 to 34 age range. Moreover, the interactive nature of Twitch means that you receive more than just passive viewership—users can engage, comment, and even react to content in real-time, making these ads more dynamic compared to other platforms.
Are Twitch Ads effective?
Twitch ads are a powerful tool. The platform’s community is active and committed, making it a prime place to engage with users who are already tuned in and ready to interact. Small businesses can especially benefit from the targeted nature of these ads. You can zero in on niche communities or local markets, ensuring your message hits the right ears.
For example, Penn State University conducted a study on the effects of a fast-food chain’s Twitch ad campaign. According to their findings, the brand’s engagement increased by 300% by the campaign period and remained 8% higher than usual one week after the campaign’s end.
Benefits of advertising on Twitch
Twitch is a unique environment where your brand can thrive by connecting with an actively participating audience. Let’s break down the key reasons why advertising on Twitch can be a smart move for your business.
Reach a highly engaged audience
Twitch’s audience is super engaged. We’re talking about millions of users who regularly spend hours watching their favorite streamers and interacting with the content. According to Twitch, 65% of their viewers aren’t accessible through major social media platforms.
This isn’t a place where people mindlessly scroll. They’re actively participating in chats, watching live events, and even subscribing to channels. According to Twitch, 73% of their viewers find that the platform’s interactive nature makes ads more engaging.
That level of loyalty and engagement gives advertisers a major advantage—you’re reaching people who are really paying attention. This means more meaningful interactions and a higher chance of turning views into conversions.
Targeted advertising
Twitch allows advertisers to get laser-focused with their campaigns. You can target ads based on user behavior, interests, and even the types of streams they’re watching.
Are you marketing a product that appeals to gamers? Twitch lets you direct your ads to communities that live and breathe gaming. Or maybe you want to target music lovers? There’s a niche for that, too. With this level of targeting, you can make sure your message lands in front of the right people at the right time.
Unique Ad formats
Twitch offers more than just your standard display ads. It has an interactive ad option called multiplayer ads, allowing viewers to engage directly with your content, whether it’s through clickable ads or live polls.
Then, there’s the potential for influencer partnerships. You can collaborate with popular Twitch streamers who already have the trust and attention of their audience. Sponsorship opportunities also give you a chance to put your brand in the spotlight during major events or streams. This allows you to forge deeper, more natural connections with viewers.
Brand visibility
Twitch is a platform where your brand can stand out, especially if you’re targeting younger audiences. You’re tapping into a live-streaming environment where brand visibility is high. People see your brand in real-time, which helps boost recognition and recall.
The more they see your brand associated with their favorite streams, the more likely they are to engage with your business outside the platform. This can either be through product purchases or simply following you on social media.
Setting up Twitch Ads for your campaign
Ready to dive into the world of Twitch ads and reach a whole new audience? Let’s walk through the process step-by-step, from setting up your account to fine-tuning your campaign for maximum impact.
How to create a Twitch Ads account
Twitch advertising works a bit differently than platforms like Google Ads or Meta Ads for Business. Unlike those, Twitch doesn’t really offer a self-service tool for setting up your campaigns. Instead, you’ll need to go through Twitch’s advertising team to get started.
Step 1: Fill out the Twitch advertising contact form
Head to the Twitch Advertising website and fill out their contact form. Don’t be confused if it leads you to an Amazon page. Amazon acquired Twitch in 2014.
You’ll need to provide key info like your budget, industry, location, and any specific preferences you have for your ad campaign.
Step 2: Include campaign specifics
The more details you give about your target audience and objectives in the form, the better Twitch’s team can assist you. If you’re looking to tap into niche gaming markets, like Minecraft server hosting, mention that—it’s the kind of thing Twitch’s gaming-centric audience appreciates.
Step 3: Wait for Twitch’s response
Once you’ve submitted the form, Twitch’s advertising team will review your details. They’ll reach out with insights and next steps, including the ad costs and targeting features available.
Step 4: Collaborate to launch your campaign
Work hand-in-hand with the Twitch team to finalize your campaign strategy and creative content. They’ll guide you through every stage of the process to ensure your ads hit the mark for your audience.
Alternative Option: Amazon DSP
If you want a self-service option for running your Twitch ad campaigns, you can sign up for Amazon DSP. This service allows you to run ads on Twitch and other Amazon-affiliated services. However, you won’t receive guidance from Twitch’s advertising team.
- Register for Amazon Ads.
- Sign in with an existing Amazon Ads account or create a new one.
- After confirming your account, you can start creating, running and managing your Twitch Ad campaigns through the platform.
Targeting options
Once approved by the teams and given access to Amazon DSP, you can target ads to the right audience. You can really narrow down who sees your ads using the following options:
- Audience Demographics: Target by age, gender, location, or language. This helps make sure your ad reaches the audience that’s most likely to connect with your brand.
- Interests: Tap into specific communities like gaming, music, lifestyle, and more. You can even target by the type of content your audience engages with (e.g., esports or cooking streams).
- Behavior: Focus on users’ past behaviors, like what types of streams they’ve watched, how long they engage with content, or even how they interact with certain ads. This kind of data lets you create a much more personalized campaign.
Ad formats and placement
Choosing the right ad format is crucial, and Twitch offers a variety of options depending on your business goals. Let’s break it down:
- Display Ads: As mentioned, these appear on the homepage or channel pages. They provide consistent visibility without interrupting streams. Great for building brand awareness.
- Premium video Ads (Pre-Roll & Mid-Roll): These play either before or during a stream. Video ads are great for showcasing your product or message in a more dynamic and attention-grabbing way.
- Interactive Ads: Looking to engage the audience directly? Interactive ads allow viewers to click through or participate in polls, making them perfect for driving engagement.
Make sure to align your ad choice with what you’re trying to achieve—whether it’s getting more eyes on your brand or driving conversions.
Budgeting and bidding strategies
Budgeting is where things can get tricky, but with the right strategy, you can optimize your ad spend for the best results. Here are a few tips:
- Set a Clear Budget: Define how much you’re willing to spend per day or for the lifetime of your campaign. Small businesses might want to start with a lower daily budget to test the waters before scaling up.
- Choose Your Bidding Strategy: Twitch uses a bidding system similar to Amazon’s and other digital ad platforms. You can choose to bid on a cost-per-thousand-impression (CPM) basis, which works well if you’re aiming for brand awareness. For conversions or clicks, go for a cost-per-click (CPC) model.
- Optimize as You Go: Pay close attention to your campaign’s performance. Adjust your bids and budgets based on what’s working. If you’re seeing good results in a particular audience segment, double down on that. If certain ad formats aren’t delivering, consider reallocating your budget.
How to block ads on Twitch: A guide for users
Twitch ads can sometimes get in the way of an enjoyable streaming experience, leading many viewers to look for ways to block them. While ads are an important part of how the platform and streamers earn money, there are a few methods to avoid them if you’re looking for a smoother, ad-free experience.
Why users want to block Twitch Ads
For a lot of users, ads on Twitch can be frustrating for a few reasons:
- Interruptions: Ads often pop up at critical moments, especially mid-roll ads that can disrupt a live stream. They can cut into the action and sometimes leave you feeling disconnected.
- Frequency: You might feel bombarded by ads, particularly during streams with high viewership, where ads seem to run more often.
- Repetitive Content: Seeing the same ad over and over can get tiring, especially during a long streaming session.
Don’t worry, though. There are ways to block or reduce ads on Twitch.
How to block Twitch Ads
If you’re tired of dealing with Twitch ads, here are a few popular ways to block them:
Using ad-blocking software or browser extensions
uBlock Origin and AdBlock Plus are two of the most well-known ad blockers. They can filter out ads across various websites, including Twitch. Simply install the extension on your browser, and it’ll automatically block most ads on the platform.
However, Twitch actively tries to bypass ad blockers, so results may vary. They might also be unable to block pre-roll and mid-roll ads.
Twitch Turbo subscription
Twitch Turbo is a premium option for users who want an official ad-free experience. For a monthly subscription, Twitch Turbo removes all pre-roll and mid-roll ads from your streams. It’s a great option for users who want to support the platform without dealing with interruptions. Plus, you get other perks like exclusive chat badges and custom emotes.
Using VPN services
Some regions experience fewer ads on Twitch than others, so using a VPN can help you access those regions where ads are less frequent or entirely absent (like Germany or Poland!). By connecting through a server in one of these areas, you can potentially reduce or avoid ads altogether. Just keep in mind that this might not always be a foolproof solution, and it depends on Twitch’s ad-serving policies in various regions.
Legal and ethical considerations
While ad-blocking tools are a quick fix for users, they do have broader implications:
- Impact on streamers: Ads are a major source of income for many Twitch streamers, especially those who rely on ad revenue to supplement their income. By blocking ads, you’re potentially taking away from their earnings. This could hurt smaller creators who depend on every bit of support.
- Twitch’s response: Twitch has taken steps to combat ad blockers by introducing more sophisticated ad delivery systems that can sometimes bypass the most popular blocking extensions. In some cases, Twitch may also insert additional ads for users who attempt to block them as part of their ongoing effort to ensure revenue isn’t disrupted.
Ultimately, it’s up to you to decide how you want to handle ads. If you want to block them, it’s important to consider alternatives like Twitch Turbo that support the platform while offering an ad-free experience. Supporting your favorite streamers through direct donations or subscriptions is another great way to give back if you decide to go the ad-blocking route.
How digital marketers and small business owners can work around ad-blocking
Ad-blockers are a reality, but that doesn’t mean your marketing efforts on Twitch have to take a hit. There are several creative ways to still reach your audience while respecting their desire for a less disruptive experience.
Native advertising
One of the best ways to get around ad blockers is to blend your advertising into the content itself. Native advertising allows you to partner directly with Twitch streamers for branded content and sponsorships.
Instead of traditional ads, your brand becomes part of the live stream, making it impossible for ad-blockers to filter out. Streamers can showcase your products, shout out your brand, or even use your service live. This approach feels more organic and resonates better with viewers, especially when the partnership fits the streamer’s personality and content.
A good example is the partnership between Nissin and Pokimane.
Interactive ads and engagement strategies
Ads that viewers can actively engage with are less likely to be ignored or blocked. Twitch offers interactive ad formats like polls, clickable overlays, and chat-triggered ads. These types of ads encourage viewers to participate rather than just passively watch, creating a sense of involvement.
The more interactive and entertaining your ad, the less likely users will feel the need to block it. You can also encourage streamers to use giveaways, live polls, or shoutouts that keep the audience tuned in.
Leveraging Twitch Turbo
While Twitch Turbo offers an ad-free experience for users, you can still create campaigns that appeal to both Turbo and non-Turbo users. Think about ways to integrate your brand into the platform’s culture beyond just running ads.
Sponsored events, branded emotes, or in-stream shoutouts are ways to connect with users without relying solely on traditional ad formats. This allows you to build a brand presence across the board. Doing so ensures that even Turbo users still encounter your brand through organic or integrated means.
Tips for a successful Twitch ad campaign
Your Twitch ad campaign’s success comes down to strategy. Here are some key tips to help you optimize your Twitch advertising efforts for maximum impact.
Optimizing ad placement and timing
Timing is everything on Twitch. Placing your ads at the right moment can make or break your campaign’s effectiveness. Pre-roll ads are often effective because they play right when viewers join a stream, so you have their full attention.
However, mid-roll ads can be more disruptive, so it’s best to coordinate with streamers to ensure these ads are played during natural pauses in the action—like when a streamer is taking a break.
Also, consider targeting ads during high-traffic times when Twitch viewership is peaking. Early evenings or weekends can be prime hours for grabbing the attention of more viewers. Matching your ad placement to viewer activity boosts the likelihood of higher engagement.
Collaborating with popular streamers
Native ads that don’t interrupt the flow of a stream but instead blend into the content itself are much more effective. As mentioned earlier, collaborating with popular Twitch streamers allows you to integrate your brand into the stream naturally.
Streamers can promote your product or service through a live demo, sponsored giveaways, or by using branded gear during the stream. The key is making it feel authentic so that viewers don’t feel like they’re being hit with a traditional ad. According to Twitch, 69% of their viewers are more likely to consider your brand if their favorite Twitch streamer uses your products.
Choosing streamers who already align with your brand or whose audience fits your target demographic will also make the collaboration more organic and impactful.
Measuring and analyzing campaign performance
Data is crucial for improving and refining your Twitch ad campaign. Track essential metrics like:
- Click-through rate (CTR): This will tell you how often viewers are clicking on your ads compared to how many are seeing them. A high CTR means your ad is resonating with the audience.
- Viewer retention: Track how long viewers stay engaged after seeing your ad. If you notice a significant drop-off during your ad, it may be time to tweak your content or delivery.
- Conversions and actions: Are viewers taking the next step—visiting your site, signing up, or making a purchase? Keep a close eye on conversion rates to measure your campaign’s ROI.
If certain ad formats or placements aren’t working, don’t be afraid to pivot.
Wrapping up
Twitch has evolved far beyond its gaming roots. Today, Twitch has become an advertising platform that is not just about getting your brand seen—it’s about being experienced. Whether you’re looking to tap into niche communities or ride the wave of influencer power, Twitch ads offer a direct line to a younger, tech-savvy audience who values entertainment and connection over traditional ad models.
Setting up and optimizing your Twitch ads is crucial to making the most of this platform. From understanding various ad formats to zeroing in on targeting options and budgeting strategies, a well-planned approach can seriously boost your campaign’s performance and ROI.
Ad-blocking is another challenge you might face on the platform. But don’t worry! Solutions like native advertising and partnerships with top streamers allow you to bypass ad fatigue and connect in more organic, meaningful ways.
So, if you’re not already leveraging the power of Twitch, it’s time to level up—because in this game, every second counts.
FAQs
How do I turn off Twitch ads?
To turn off ads on Twitch, you can subscribe to Twitch Turbo. It’s Twitch’s premium service that removes most ads across the platform. Additionally, subscribing to individual streamers may disable ads on their specific channels. Keep in mind that some ads, such as those directly embedded by the streamer, may still appear.
How much does a Twitch ad cost?
The cost of running ads on Twitch varies depending on factors such as ad format, targeting options, and the duration of your campaign. Typically, Twitch advertising is priced on a CPM (cost per thousand impressions) basis. Their rates can range from $2 to $10 or more, depending on the audience and campaign objectives.
What types of ads can I run on Twitch?
On Twitch, you can run a variety of ad formats, including display ads, video ads, and sponsored content. Video ads can be pre-rolls or mid-rolls. Meanwhile display ads appear on different parts of the Twitch interface. Sponsored content allows brands to partner with streamers for more personalized promotion.
How are ads targeted to viewers on Twitch?
Twitch ads are targeted to viewers based on a range of factors. This includes demographics (such as age and gender), geographic location, device type, and user behavior on the platform. Advertisers can also target specific categories, like gaming genres or interests, to reach the most relevant audience for their campaign.
