ExclusiveQatar 2022: "Our goal is to help brands reach their audience" (I. El Bouayadi, Twitter France)

"The 2022 World Cup is an unmissable event on Twitter, which is a platform that buzzes with every sporting event. Our role is to support brands so that they can express themselves as they wish and in the right conditions. We offer them three formats: sponsored video, a pre-roll before a publisher's content and our 'Twitter Takeover' solution for brands that need to make an event happen," said Ikrame El Bouayadi, head of marketing at Twitter France, to News Tank Football on 26/10/2022.

"We regularly conduct research to understand what interests Twitter users. Unsurprisingly, football and the World Cup are highly anticipated: 81% of our users say they are already fans and are waiting for the event. Whether you're a fan of the sport or not, you can go to Twitter to follow the competition because there's so much content on offer. So the community of people who will be tweeting or reading tweets about the World Cup goes far beyond football fans or experts. This large audience is very interesting for brands," explained Ikrame El Bouayadi.

"Brands are often looking to work on their…