X accelerates its plan to attract ad spending by SMBs, including outsourcing some ad sales to third parties, such as US-based marketing startup JumpCrew
this one will sting Will Shanklin / Engadget : Walmart says it's no longer advertising on X Aisha Counts / Bloomberg : Why Elon Musk Is Accused of Antisemitism and What It Means for X Edward Helmore / The Guardian : X struggling to win advertisers back after Elon Musk's profane outburst Tara Suter / The Hill : Walmart joins list of companies nixing ads on Musk's X Jordan Hart / Business Insider : Linda Yaccarino doubles down on her support for Elon Musk in a new memo to staff: ‘Our principles do not have a price tag’ Erin Woo / The Information : Walmart Pauses Ad Spending on X Sarah Perez / TechCrunch : X says it will chase SMB ad dollars after Musk's ‘go f*** yourself’ comments to fleeing advertisers Todd Spangler / Variety : After Musk's Profane Anti-Advertiser Tirade, Billionaire Investor Bill Ackman Comes to His Defense: ‘We All Should Be Grateful That X Is Owned by Musk’ Shannon Thaler / New York Post : Read Linda Yaccarino's memo to X staff after Elon Musk's interview where he told advertisers ‘go f-k yourself’ Jeannette Neumann / Fortune : Walmart joins the growing list of big companies pulling their ads from Elon Musk's X after his endorsement of an antisemitic post Rocio Fabbro / The Messenger : Some Advertisers Won't Return to X After Musk's Profanity-Filled Tirade Jak Connor / TweakTown : X advertisers say they won't be returning after Elon Musk told them to ‘f***’ off Threads: Matt Navarra / @mattnavarra : Yes @hankgreen Elon Musk's shitshow Perfectly articulated https://twitter.com/... David / @hellodavidryan : All the other variables are valid: PR advantage, brand image, inter-personal dynamics between key stakeholders, politics of the day, etc. But ultimately the two major factors are shareholder and risk-adjusted value. The rest is emotional noise. … David / @hellodavidryan : Hank's explanation here is a good example of what a strategic analyst actually does. Most chatter about Elon is emotional or skewed into a narrative theme. But those of us tasked with doing this kind of work are, ironically enough, starting from a basic abstraction that Elon loves to dress up as “first principles”, like it's some arcane sorcery of the wise. … Drew Harwell / @drewharwell : Elon Musk: The advertisers conspire against me, even now their betrayal of our planet grows, I will see each one dismantled even if I must wield the blade myself Linda Yaccarino: Happy wacky Wednesday, Xsters! Did you know use of the 😜 emoji is up 15% over last quarter? We value our corporate #heroes. … X: Hank Green / @hankgreen : I had this exchange with Elon here on Twitter over a year ago and we are still having the same conversation so I guess...let's do this. Fortune 500 companies aren't overly moral actors. They make decisions based on whether they think they will make more or less money.... [image] Eric Seufert / @eric_seufert : @TheStalwart Ad targeting on Twitter is utterly primitive. It is done on the basis of direct account lists, account followers, and vague interest associations. Targeting on Twitter lags that of Meta, YouTube, TikTok, and even Snapchat significantly. Elon Musk / @elonmusk : So then why is Disney boycotting 𝕏, yet spending millions on other platforms? [image] Sherrilyn Ifill / @sifill_ : Not advertising on a platform is not a boycott. And stop pretending that the platform has become toxic only b/c of anti-semitism. Nazis, bigots, misogyny, extremists have been given free rein. 2 days ago Musk tweeted out the Pizzagate conspiracy to his 150 million followers. [image] Tom Gara / @tomgara : This has been a mystery to me long before the current Elon mess - why are Twitter ads either premium blue chip brands like Apple / IBM / Disney etc, or absolute bottom of the bucket taboola chum, with nothing in between? Where are the normal online ads? Auren Hoffman / @auren : @DavidSacks Twitter has changed the core product a lot since Elon took over. The product iteration cycles are great But the ad product is still pretty lousy and has not changed much in the last year. They need to think of the SMB advertiser as a customer and give them better tools. @mjbarash : The SMB market is the holy grail. This is the smart money play. Less bureaucracy, 7 clicks to a swipe, fewer concerns around content adjacency. Mike Benz / @mikebenzcyber : This is amazing news. A great addition to this would be localizing ads so small local businesses can promote to customers in their nearby area. Yes, that requires data collection, but can't really stop that at this point, & may be biz necessity to save free speech. Ian Miles Cheong / @stillgray : Smart play from Elon and Linda. Focus on small-medium businesses instead of big ones so the site never becomes dependent on big firms, thus giving it more freedom. Ben Hayes / @benhayesnyc : @eric_seufert Yah. FB would be fine if big brands boycotted. Twitter was basically receiving patronage from Apple, etc, and patronage comes with strings attached. Eric Seufert / @eric_seufert : This should have been Musk's commercial strategy from the moment he bought the company. Eric Seufert / @eric_seufert : @Intel_Steve It'll be difficult / expensive to build these tools, as well as the sales team that will be required to see them adopted. Not impossible, and “old” Twitter underinvested in the opportunity, but it certainly is not an initiative that will deliver near-term results. Eric Seufert / @eric_seufert : @benhayesnyc Big brands did boycott! In July 2020. The boycott had an immaterial impact on Meta's advertising revenue. https://www.cnbc.com/... [image] @intel_steve : @eric_seufert This is great if they can do it but SMB's require direct response. Does Twitter have the targeting necessary to make that happen? Given the new privacy regimes, will they get enough feedback loop to know if things are working? What are your thoughts? Eric Seufert / @eric_seufert : 2/ As I state in this piece, to a social media platform, brand advertising revenue is akin to a participation trophy. Developing the tools necessary to recruit direct-response advertisers to the platform must become imperative for Twitter. https://mobiledevmemo.com/... [image] @uhn_plus : @xDaily Meanwhile communication over some issues for SMBs like us, continue to be a nightmare. @xdaily : NEWS: 𝕏 is going all-in on attracting Small and Medium Business (SMB) advertisers to the platform. X said in a statement: ""SMBs are a very significant engine that we have underplayed for a long time. It was always part of the plan — now we will go even further with it." [image] Karsten Weide / @karstenw : Selling D/R ads to SMBs is the correct strategy. Automate sales. Great UI. Out-innovating @Meta, @Snap, @tiktok_us shouldn't be too hard. @elonmusk — @X says it will chase SMB ad dollars after Musk's ‘go f*** yourself’ comments to fleeing advertisers https://techcrunch.com/...... [image] Tero Kuittinen / @teroterotero : Walmart isn't amused Andrew A. Rosen / @aagave : Key detail getting lost in all the doomsaying about Musk. He was saying “f*ck you” to the 200 retail-cartel advertisers who spend across TV and digital. And therefore implicitly betting on the long tail of 10 million advertisers who spend on FB, Google, and others. BuccoCapital Guy / @buccocapital : It's not wokeness. The ad units stink! They stink! If the ads were good the F500 companies would be here. Elon could launch their CEOs into the sun and they'd be here. But they stink! How many times have companies boycotted Meta only to return to Daddy Zuck b/c the ads work? David Sacks / @davidsacks : To the extent that Fortune 500 companies have been hoaxed off the platform, advertising on X is probably a really good deal for small businesses right now. Forums: r/RealTesla : X advertisers stay away as CEO defends Musk's “go f*** yourself” interview See also Mediagazer