London Daily

Focus on the big picture.

Twitter Offers Free Ads as It Seeks to Woo Brands Back to Its Platform

Twitter Offers Free Ads as It Seeks to Woo Brands Back to Its Platform

Twitter is offering advertisers a new incentive in an attempt to woo brands back to the social-media platform, which has seen its ad business deteriorate following Elon Musk‘s $44 billion takeover. 
The tech company is dangling free ad space by offering to match advertisers’ ad spending up to $250,000, according to emails reviewed by The Wall Street Journal. The full $500,000 in advertising must run by Feb. 28, the emails said. 

Twitter didn’t respond to a request for comment.

The incentives are the latest effort by the company to get brands to spend on its platform. Recently, Twitter offered advertisers $500,000 in free ads as long as they spent at least $500,000. 

Ad buyers said that the incentive could be used to buy promoted tweets that run during Super Bowl week, a key selling period for Twitter. Advertisers in recent years have flocked to Twitter during the Super Bowl to generate buzz around their big game marketing efforts. The Super Bowl is Twitter’s biggest revenue day of the year, the Journal has reported. 

Twitter is facing financial pressure to lure back the many advertisers that have paused their spending since Mr. Musk acquired the company in late October. Advertisers bolted largely because of fear over what they said was Mr. Musk’s approach to content moderation and concerns that their ads would end up appearing near controversial content. 

Mr. Musk said in November that Twitter had suffered “a massive drop in revenue” and was losing $4 million a day. 

Many big brands including pharmaceutical company Pfizer Inc., United Airlines Holdings Inc. and auto makers General Motors Co. and Volkswagen AG have paused their spending on Twitter. More than 75 of Twitter’s top 100 ad spenders from before Mr. Musk’s takeover weren’t spending on the platform as of the week ending Jan. 8, according to an analysis of data from research firm Sensor Tower.

Persuading advertisers to return to Twitter is critical. Almost 90% of Twitter’s $5.1 billion in revenue in 2021 came from ads.

In order for a brand to be eligible for the latest incentive, it must use certain Twitter products such as its recently released keyword-avoidance tool, which allows advertisers to create a list of up to 1,000 keywords and avoid having their ads appear above or below tweets containing those words.

Mr. Musk said this past month that he expects Twitter will be roughly cash-flow break-even in 2023. He previously had invoked the specter of bankruptcy. 

Mr. Musk said Twitter had been on track to post negative cash flow of $3 billion a year before the company slashed costs, in part by cutting thousands of jobs. He said the staff was roughly 2,000 people compared with about 8,000 previously.
Newsletter

Related Articles

London Daily
0:00
0:00
Close
Russia's Electronic Warfare Neutralizes Western Weapons in Ukraine
Trump Challenges Biden to Debate and Golf Match
Macron Accuses Israeli Minister of Election Interference
US Senator Highlights Weaknesses in Western Military Industry During Ukraine Conflict
George Clooney Urges Biden to Withdraw from Presidential Race
Political Shift in the UK: A Detailed Analysis of Labour's Victory and Future Prospects
Viktor Orbán's Peace Mission: A Diplomatic Controversy in the EU
India Advocates Peace and Prosperity: PM Modi's Speech in Austria
New UK PM Keir Starmer Reaffirms Strong Support for Ukraine at NATO Summit
Spain PM Pedro Sanchez Denounces Double Standards on Gaza at NATO Summit
UK Police Arrest Suspect in Crossbow Attack After Three Women Killed
Sunita Williams Safe on ISS, to Address Earth on July 10
Biden Affirms Commitment To Presidential Race
France Faces Political Turmoil and Airport Strikes Ahead of Paris Olympics 2024
Putin Hosts PM Modi for a Private Meeting
TSMC: The Taiwanese Chip Giant Valued Over $1 Trillion
Boeing Pleads Guilty Over 737 MAX Crashes
2024 Predicted to Be World's Hottest Year
Iran's President-Elect Masoud Pezeshkian Reiterates Support for Hezbollah
White House Denies Biden Being Treated for Parkinson's Disease
Biden to Meet New UK Prime Minister Keir Starmer
Biden Insists on Continuing Presidential Race Amid Criticism
UK Defence Minister Pledges Enhanced Support to Ukraine
French Prime Minister Gabriel Attal Resigns After Election Setback
Macron Faces New Political Challenges Despite Election Relief
France's Far-Right Falls Short in Parliamentary Elections
Key Figures in France's Left-Wing New Popular Front Bloc
England Reaches Euro 2024 Semifinals After Penalty Shootout Win
Rishi Sunak Apologizes After Historic Tory Defeat
Voter Discontent in Recent UK and French Elections
Trump was recorded attacking Biden: "I kicked the old pile of shit"
Understanding the MRP Method in UK Elections
US Officials Resign Over Biden's Gaza Policy
First-Time Immigrant Voters Aim to Influence UK Elections 2024
Reform UK Receives Major Donations from Brexit Campaign Group
Tata Steel Strike Called Off, Paving the Way for Crucial Talks
Sir Keir Starmer's Acceptance of Substantial Gifts from UK Donors
New Zealand Introduces Law to Make Tech Giants Pay for News
NASA Astronauts Stranded in Space Due to Boeing's Starliner Issues
OpenAI and Microsoft Sued for Copyright Infringement
Starmer Vows to Renegotiate Brexit Deal Amid Far-Right Rise in France
Monster Hurricane Beryl Hits Caribbean as Category Five Storm
EU Charges Meta with Breaching Antitrust Rules
Biden's Debate Performance Unites Democrats and Republicans
Prison Officer Faces Court Over Inmate Sex Video
Jude Bellingham's Iconic Euro 2024 Goal: A Historic Moment for England
Campaigners Push for Emergency Uplift Visa for Palestinians Escaping Gaza Conflict
French Elections: Battle to Thwart Far-Right Takeover
Supreme Court Grants Trump Partial Immunity, Delays Trial
China Criticizes US Restrictions on AI Investments
×