Several big-name Twitter advertisers are tracking Elon Musk’s changes to the service.
Several big-name Twitter advertisers are tracking Elon Musk’s changes to the service, monitoring and weighing whether to stay on the platform even if United Airlines Holdings Inc. Join a series of defections of famous marketers.
Microsoft Corp., Verizon Communications Inc. and Charter Communications Inc. are among companies that have adopted a wait-and-see approach and have not yet made a decision about their Twitter ads, according to people familiar with the matter, Who asked to remain anonymous discussing personal information. The companies declined to comment.
United Airlines suspended its advertising on Twitter earlier this week, spokeswoman Leslie Scott said Friday without further comment. Southwest Airlines Co. is not making any immediate changes to its Twitter ads but will continue to monitor the situation closely, a spokesperson said, while American Airlines Group Inc. and Delta Air Lines Inc. did not immediately respond to a request for comment.
HBO, one of Twitter’s biggest advertisers according to research firm Path Path, is also evaluating its spend. An HBO spokesperson said the network “will evaluate the platform under its new leadership” and has yet to “determine appropriate next steps.”
Illumina Inc., the company that makes the DNA sequencing machines, says it is “constantly evaluating how and where we advertise – and that includes monitoring what happens to Twitter in a very important way. rigid.” Omnicom Group Inc., one of the world’s largest advertising agencies, said it is “in close contact with Twitter as we assess the impact of the new ownership and potential changes in their strategy. .”
Companies are under increasing pressure to make decisions about whether to continue spending on Twitter after Musk took over the company last week and ushered in sweeping changes, including the layoffs of about half of the workforce. Although Musk has pledged not to let Twitter become a reservoir for harmful content, he himself posted and deleted a tweet linking to a baseless conspiracy theory shortly after the deal closed.
United joins Pfizer Inc., General Mills Inc. and Volkswagen AG among the brands that have paused their advertising on the social media Location. Musk tweeted on Friday that the company experienced a “huge drop” in revenue as advertisers pulled back.
According to a person familiar with the matter, advertising agencies, which drive large amounts of spending, are now dividing up on whether to advise their clients to pause spending on Twitter.
In a call this week, Musk assured advertising executives that he wouldn’t reduce brand safety measures and even plan to enhance them, the person said. But some ad buyers are wondering how Musk can deliver on his promise of brand safety while also loosening controls on content — a move that could allow for a lot of talk. Hate spreads across the platform.
On Friday night, Musk tweeted clear reassurances for slick advertisers: “Twitter’s strong commitment to content moderation remains completely unchanged,” he wrote. He also threatened to publicly name companies that have abandoned the service, vowing that “a name fusion and shame is exactly what will happen if this continues.”
