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Does Twitter need those specific advertisers more than they need Twitter? The ones that remain that couldn't quite make the list will become their new "top adv

Does Twitter need those specific advertisers more than they need Twitter? The ones that remain that couldn't quite make the list will become their new "top advertisers" and reap the benefits. I doubt they are in any danger of running out of companies that want to advertise on their service. I don't really care about Musk or Twitter, but I'm hoping this whole debacle will result in less reliance on advertising for services like these. It's already resulted in more interest in the fediverse.

mhoad 4y ago
It’s clear you don’t work in marketing or advertising from this comment (not a criticism just a neutral observation) but I have for the past ten years. I couldn’t even begin to describe the power imbalance here. Twitter need them much more than they need Twitter. It’s not even close.
- autotune 4y ago
  Depends how much more money melon plans to burn on Twitter and for how long.
dragontamer 4y ago
Twitter isn't even a top 10 social media site, let alone a top 10 advertiser (which includes major publications like network television: CNBC, ABC, Fox, and the like... Sports Stadiums, Billboards, etc. etc.) Like, what advertisements on Social Media actually get things done? Google Adsense, Facebook, Amazon, Youtube, Twitch, TikTok, Instagram, Apple Play store, Google Play store. Etc. etc. Yeah, a lot of repeats (Google, Youtube, Google Play. Amazon/Twitch, etc. etc.), but the big advertisers have multiple locations that really draw a lot of eyeballs. Twitch is _TINY_ compared to everyone else. -------- Advertisers are also super worried about the (possible) upcoming recession and are cutting advertising dollars significantly. There was a chance Twitter was always somewhat doomed, but actively pissing off the Advertiser base and accelerating the Advertiser exodus certainly doesn't help. Twitter has gone from "Small advertiser" into "actively hostile advertiser". Twitter was always going to lose a chunk of ad revenue in this economic time, but now they're skyrocketing to the top of the list of ad-partners to cut.
HWR_14 4y ago
> Does Twitter need those specific advertisers... I guess Twitter doesn't need these specific advertisers, but there isn't much out there to replace them. The companies leaving have huge marketing budgets, and I'm not even sure if it's possible to build a list of new companies with a combined marketing spend equal to them willing to do business with Twitter. Heck, just making a list of companies with an equal combined marketing spend is tricky. > ... more than they need Twitter Certainly Twitter needs them more. Those brands advertise with the current world cup, on TV, Meta, all over the place. They have a lot of advertising dollars and a lot of places to sink them. Like, Summer of 2024, Twitter usage will be driven by the Olympics. Coca-Cola will have a bigger presence at the Olympics than Twitter will. > The ones that remain that couldn't quite make the list will become their new "top advertisers" and reap the benefits. Yes. It is good for the people still advertising on Twitter. They will give Twitter no more money yet become a bigger % of Twitters ad revenue and can probably demand more ad views. This is not good for Twitter itself. > I doubt they are in any danger of running out of companies that want to advertise on their service. Maybe they aren't. But companies aren't equal. How many small companies that make stuff you would see on shark tank would it take to equal the advertising spend of Coca-Cola?
- evgen 4y ago
  > [...] But companies aren't equal. How many small companies that make stuff you would see on shark tank would it take to equal the advertising spend of Coca-Cola? It is also worth noting that the cost of customer acquisition for all of these smaller accounts is larger; it takes more effort for Twitter to scoop up buckets of pennies than it does to pick up hundred dollar bills.
  - HWR_14 4y ago
    I'm not sure if this is true. Small companies will seek out cost-effective advertising and put up with poor automated tooling. Coca-Cola expects to get people on the phone. After all, cutting the human element is one reason advertisers are leaving (as well as reputational risk). Unless you think Twitter is advertising its advertising to small companies.

mhoad 4y ago

It’s clear you don’t work in marketing or advertising from this comment (not a criticism just a neutral observation) but I have for the past ten years. I couldn’t even begin to describe the power imbalance here. Twitter need them much more than they need Twitter. It’s not even close.

autotune 4y ago
Depends how much more money melon plans to burn on Twitter and for how long.

dragontamer 4y ago

Twitter isn't even a top 10 social media site, let alone a top 10 advertiser (which includes major publications like network television: CNBC, ABC, Fox, and the like... Sports Stadiums, Billboards, etc. etc.) Like, what advertisements on Social Media actually get things done? Google Adsense, Facebook, Amazon, Youtube, Twitch, TikTok, Instagram, Apple Play store, Google Play store. Etc. etc. Yeah, a lot of repeats (Google, Youtube, Google Play. Amazon/Twitch, etc. etc.), but the big advertisers have multiple locations that really draw a lot of eyeballs. Twitch is _TINY_ compared to everyone else. -------- Advertisers are also super worried about the (possible) upcoming recession and are cutting advertising dollars significantly. There was a chance Twitter was always somewhat doomed, but actively pissing off the Advertiser base and accelerating the Advertiser exodus certainly doesn't help. Twitter has gone from "Small advertiser" into "actively hostile advertiser". Twitter was always going to lose a chunk of ad revenue in this economic time, but now they're skyrocketing to the top of the list of ad-partners to cut.

HWR_14 4y ago

> Does Twitter need those specific advertisers... I guess Twitter doesn't need these specific advertisers, but there isn't much out there to replace them. The companies leaving have huge marketing budgets, and I'm not even sure if it's possible to build a list of new companies with a combined marketing spend equal to them willing to do business with Twitter. Heck, just making a list of companies with an equal combined marketing spend is tricky. > ... more than they need Twitter Certainly Twitter needs them more. Those brands advertise with the current world cup, on TV, Meta, all over the place. They have a lot of advertising dollars and a lot of places to sink them. Like, Summer of 2024, Twitter usage will be driven by the Olympics. Coca-Cola will have a bigger presence at the Olympics than Twitter will. > The ones that remain that couldn't quite make the list will become their new "top advertisers" and reap the benefits. Yes. It is good for the people still advertising on Twitter. They will give Twitter no more money yet become a bigger % of Twitters ad revenue and can probably demand more ad views. This is not good for Twitter itself. > I doubt they are in any danger of running out of companies that want to advertise on their service. Maybe they aren't. But companies aren't equal. How many small companies that make stuff you would see on shark tank would it take to equal the advertising spend of Coca-Cola?

evgen 4y ago
> [...] But companies aren't equal. How many small companies that make stuff you would see on shark tank would it take to equal the advertising spend of Coca-Cola? It is also worth noting that the cost of customer acquisition for all of these smaller accounts is larger; it takes more effort for Twitter to scoop up buckets of pennies than it does to pick up hundred dollar bills.
- HWR_14 4y ago
  I'm not sure if this is true. Small companies will seek out cost-effective advertising and put up with poor automated tooling. Coca-Cola expects to get people on the phone. After all, cutting the human element is one reason advertisers are leaving (as well as reputational risk). Unless you think Twitter is advertising its advertising to small companies.