M&M Global partnered with Twitter for a panel discussion about one of the hottest topics in international media today – live content.

M&M Global’s chief operating officer Jeremy King was joined by Twitter’s UK director of planning David Wilding and a group of agency experts to dissect the opportunities and hurdles facing advertisers in the ‘live’ arena.

So how does the industry measure live content? What are the hurdles that need to be overcome for live to really take off? See what the industry insiders had to say – and watch the full panel debate at the bottom of the article.

DAVID WILDING, DIRECTOR OF PLANNING, TWITTER UK

“We measure it however the client wants to measure it. I think the new era we’re in, in the post social media age, we have a very compelling live video platform. The conversations we’re having with clients are changing from ‘What’s my cost per engagement? How many likes did I get? etc’ to “Has this worked for my brand?’”

JERRY DAYKIN, GLOBAL DIGITAL DIRECTOR, CARAT

“This entire conversation would sound quite alien to some people. Some people are like ‘Twitter’s that platform for 140 characters and I think you can put a picture on there, can’t you?’ The fact that we’ve been able to spend this entire time talking about the nuances of live video content on the platform is a pretty big barrier to get over.”

ALEX SMITH, HEAD OF DIGITAL PLANNING, MAXUS

“I think it’s surfacing the content, it’s making it easily accessible and it’s making people find it. You’ll probably find there are people who have been on Facebook and still can’t find a live stream. I think one of the challenges is to surface that, make people use it, drive an audience and that would generate the brand’s interest because they’ll start seeing it and they’ll start using it”

Watch the full panel debate below.