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Advertising agencies say nearly all big brands have paused spending on Twitter
- pannSun 4y agoIt's mere chance they all agree on this issue, and certainly not a reason to look critically at these ad agencies that decide which businesses live or die.
- Arnt 4y agoThe question is «how should [name of shampoo/car brand] adjust its advertising to the upheaval at Twitter?». Why would different teams arrive at answers different to that question? The brands are similar, the upheaval at Twitter is the same for everyone.
- Arnt 4y agohttps://archive.ph/kKg4w https://archive.ph/kKg4w Two interesting paragraphs (to me at least): «Analysis by left-leaning non-profit Media Matters suggested 50 of the top 100 advertisers — accounting for $750mn in advertising in 2022 — had paused or announced their intention to pause spending since Musk took the helm, and a further seven had reduced spending to a trickle. Those 50 advertisers accounted for $317mn of Twitter’s $5bn in revenues in 2021, Media Matters said.» The top 100 accounted for less than 20%? Wow. The other key paragraphs is IMO this bit of culture shock: «It is unclear if and when brands will return. “It’s hard to have criteria [for returning to the platform] when Musk manages by tweet and something changes on the platform every day that causes advertisers concern,” said an executive at another advertising agency.»