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Twitter Inc TWTR.N confronted a skeptical viewers because it showcased its promoting alternatives on Wednesday at an occasion in New York Metropolis, three advert company executives advised Reuters, because the social media firm’s plans below billionaire Elon Musk stay unclear.
The Tesla TSLA.O chief government, who’s shopping for Twitter for $44 billion, has tweeted that the platform mustn’t have advertisements so it will possibly have extra management over its content material moderation insurance policies.
Twitter has advised its staff in inside workers conferences and in public filings that its promoting enterprise and different operations would proceed usually till the deal closes, however the firm couldn’t speculate on adjustments Musk may make.
“He’s just like the ghost of Christmas future hanging over this entire factor,” stated Mark DiMassimo, founding father of advert company DiMassimo Goldstein, referring to Twitter‘s presentation to advertisers on Wednesday. “No matter (Twitter) says, all anybody actually desires to know is how this can be sooner or later.”
The social media firm earned $5 billion in income in 2021, the bulk from promoting digital promoting on its web site and app.
Most advertisers haven’t pulled again advert {dollars} from Twitter, however are watching carefully to see how Musk might change the platform and its enterprise, the advert executives stated.
“I would love (Twitter) to handle and speak to it, as a result of there’s a variety of curiosity,” stated Alex Stone, senior vice chairman of superior video and company partnerships at Horizon Media.
Advert businesses and types mingled at a cavernous occasion area in NYC earlier than Twitter’s presentation started. One advert purchaser stated attendees have been speculating whether or not Twitter would joke in regards to the take-private cope with Musk or tackle the matter extra instantly.
The customer didn’t need to await lengthy for a solution.
“It has been a quiet month right here at Twitter,” joked JP Maheu, VP of world consumer options at Twitter initially of the presentation.
The corporate introduced a lot of content material partnerships tied to the presentation.
Twitter stated it was increasing its partnerships with media firms Conde Nast and Essence, which is able to create video and audio programming on Twitter. E! Information will launch a brand new live-streamed present on Twitter to debate TV reveals corresponding to “The Actual Housewives,” and “Stranger Issues.”
Advertisers will be capable to buy advert spots that run subsequent to movies from the media firms. The social media platform stated it will be the primary social accomplice to check an integration with iSpot, the agency NBCUniversal makes use of to measure video viewing.
Twitter additionally introduced that Fox Sports activities will host reside pre-game reveals on the platform for each match of the FIFA males’s World Cup event this yr in Qatar and the ladies’s World Cup occasion in 2023.
Sarah Personette, Twitter’s chief buyer officer, closed the presentation expressing gratitude to the corporate’s advertisers.
“Your partnership makes us higher each day. We’re exceptionally grateful for a way you stand with us,” she stated.
Not less than one marketer left the presentation wanting extra.
Jasmine Wang, a media director at Altice USA, stated her firm pulled again its advert spend from Twitter as a result of issues about Musk’s potential impression on the platform.
Wang stated she had anticipated Twitter’s presentation to be longer and extra substantial and had hoped it will tackle potential adjustments that may come below Musk.
—Reporting by Sheila Dang in Dallas; Modifying by Cynthia Osterman, Chris Reese and Tom Hogue
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