Elon Musk hates Ads. Twitter Needs Them. That would be a problem.

I hate advertisingElon Musk tweeted in 2019.

Ever since he started looking for his $ 44 billion Twitter purchase – and many years before – the richest man in the world has made it clear that advertising is not important. He talked about making money on Twitter in other ways, such as paying some users to stay in place. He also said he wanted to reduce the content services policy, which investors say has helped prevent advertisements from being cracked down on with discrimination and inaccurate information.

But according to Mr. Musk is planning to take over Twitter, he will soon see that Twitter needs Madison Avenue more than any other means.

Ads account for approximately 90 percent of Twitter revenue. Not long before Mr. Musk would have, many agency executives been unhappy about the publicity of the program. They addressed the grievances, including that the company could not focus on advertising close to competitors such as Facebook, Google and Amazon.

Now, many executives declare that they are willing to move their money elsewhere, especially if Mr. Musk removes barriers that allow Twitter to eliminate racism and co-op sentiment. An evacuation announcer could weaken the company, highlighting the difficulty of balancing Mr. Musk Vision on Twitter is the place for free speech with the business relationships that make it go.

But Twitter co-founder and at least some of the entrepreneurs who joined Mr. Musk’s bid has denied the need for publicity and said the company should be breaking out of it. Twitter events as “the public company only trusts the advertising industry model” in addition to its problems with bots, harassment and censorship, says Ben Horowitzgeneral partner of investment firm Andreessen Horowitz, who has invested $ 400 million in efforts to bring Twitter up.

Jack Dorsey, the company’s co-founder, agrees. “This is true. He should cover for a while, ”Mr. Dorsey said in a tweet replied to Mr. Horowitz.

Advertisers have said that this change will affect Twitter. “At the end of the day, it is not the kind of business that should be concerned because they are just going to spend their money elsewhere – it is Twitter that should be concerned,” said David Jones. long-term president and director of the company. Brandtech Group, a technology company. “If you told me that TikTok was leaving, that would be devastating. But Twitter is gone? Yes, anyway.”

Right after Mr. Musk received an offer to buy Twitter early last week, the company’s executives began to reach out to consumers, according to information management and many people received the message. Administrators sent an email confirming that business would continue as usual and that communication lines would remain open. Type of safety, they said, is still “important.”

A Twitter spokesperson also noted that it could be months, if not more than a year before the big change, executives said.

On Wednesday night, at Twitter announcing NewFronts annual announcement of Pier 17 in New York, company representatives spoke about Twitter value for customers: according to the site especially for people gathering and discussing important events such as athletics or the Met Gala, enhanced by video. post. The experts are committed to helping these types of businesses reach a wider audience, and the executives thanked the publishers and the organization for their trust and solidarity. involved.

Mr. Musk is still looking for, and what he will mean for the media, unspecified during a short presentation.

“It’s been a quiet month on Twitter,” joked JP Maheu, Twitter vice president of global user solutions.

Representatives for Mr. Musk did not respond to a request for comment regarding his plans for the Twitter post. Twitter declined to comment.

Twitter differs from Facebook, in that it has millions of small and medium-sized advertisers generating revenue for the company and depending on its size and ability to reach customers. Twitter users weigh heavily with big companies, important businesses, who seem to be wary of their ads appearing with content issues.

Twitter earns most of its revenue from advertising through business intelligence campaigns, its performance is more difficult to analyze than advertising that focuses on people use according to their interests or that pushes for direct answers, such as clicking on a website. The company has been trying for years to make its platform a better place for advertising that builds sales metrics, and redesigns its ad server in 2019 and 2020 to meet customer needs. industry. In March, Twitter began allowing U.S. advertisers to add that store showcased the best products for anyone to view their profiles.

Twitter’s reach is also narrower than many competitors, with 229 million users seeing the ad, compared to 830 million users on LinkedIn and 1.96 billion daily users on Facebook. Stifel analysts recently wrote to consumers that Twitter is “still considered a legitimate platform by many in the advertising industry.”

Last month, Twitter said its revenue of $ 1.2 billion in the first quarter of the year was up 16 percent from a year earlier, but still a huge market value. growth that the company has planned. While it gained quarterly earnings, the company has lost money in eight of the last 10 years.

According to the Chemistry Broadcasting Corporation, whose consumers include healthcare companies and restaurants in the country, Twitter accounts for about 10 percent of total investment. on social media, says Jason Dille, who oversees media planning.

He said: “Even the likes of LinkedIn have reversed the ability for us to target users beyond what Twitter offers,” he said. “We will go where the benefits are, and with so many of our customers, we have not been able to see the performance of Twitter by seeing the advertising that we have with other platforms.”

But for Mr. Dille and many others, Twitter’s attitude towards content management is bright. In 2019, it banned all political propaganda. The company issued notices of unconstitutional data on the election, dismissing allegations about the vaccine and, after the Capitol protests last year, the ban was lifted. President Donald J. Trump. Last month, in response to the war in Ukraine, the platform stopped blocking the flow of Russian government funds and began blocking some tweets containing pictures of prisoners of war. The day before the agreement with Mr. Musk has announced, Twitter has said he will prohibits broadcasts that deny climate change.

“Twitter has done a better job than many other platforms of building trust with advertisers – they have achieved more, more responses and less downsizing for start-ups,” said Mark. Read, director of WPP, is one of the largest advertising companies. in this world.

Now, many people report that even they can wait to see Mr. What Musk did, they were worried that a decade of protective scaffolding would be destroyed.

“We are confident that if the content changes the policy changes, and if there is no way for us to protect the brand, we would expect our customers to back them down. for their capital, “said Arun Kumar, director of data and technology at the IPG broadcast.

Many executives have stated that they do not believe Mr. Musk will consider their concerns because of his data tracking with the industry.

Mr. Musk, the founder of the high-performance electric car company Tesla and the rocket company SpaceX, is a small business for the company. On Twitter, he criticized the announcement that “manipulating public opinion“and talk about his denial”pay celebrities for false approval When writing in a since deleted tweet About Twitter Blue, recently announced a $ 3-a-month support service, it has pushed for “no ads,” explaining that “the strength of companies to enforce the law has It’s better if Twitter depends on advertising money to survive. “

Harry Kargman, chief executive of mobile advertising company Kargo, said: “I do not think he cared about Twitter advertising because he did not care about advertising.” “I do not think it’s all about persuading advertisers to spend money on the platform beyond what is available.”

Mr. Musk suggested that Twitter focus on the names; others referred to the pay-per-tweet model. But some executives hope that Mr. Musk’s passion will inspire him to restart Twitter as a powerful business machine.

“There is a fork in the road, where Road A makes the place unobtrusive with the worst human behavior and no name wants to go anywhere near it,” Mr. Jones of Brandtech said. “And Path B has a world of smart entrepreneurs, who know a lot about companies, presenting the wave of innovation that people have been looking back to for a few years and said, ‘Remember when everyone was worried about Musk coming?’ “

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