Twitter’s new CEO, Linda Yaccarino, is implementing a series of strategies to win back advertisers who abandoned the platform during Elon Musk’s tenure. These measures include the introduction of a video ads service, attracting more celebrities, and increasing the workforce.
Yaccarino, the former head of advertising at NBCUniversal, aims to launch full-screen, sound-on video ads that will be displayed to users scrolling through Twitter’s new short-video feed. She plans to meet with media partners, publishers, and talent agencies to entice high-profile individuals to join the platform. The goal is to attract more advertisers by offering content from influential figures and facilitating sponsorship and brand deals.
In a recent meeting with Twitter’s global sales team, Yaccarino emphasized the need to regain the trust of advertisers through personal persuasion rather than remote communication. Ad veteran Lou Paskalis believes that Yaccarino’s leadership will lead to superior ad products, with the main challenge being content moderation and creating a brand-safe environment.
Twitter’s focus on video is evident with the introduction of a new ad format and a TikTok-style short-video feed. Additionally, Yaccarino plans to invest in rebuilding the advertising, sales, and partnership teams.
Yaccarino intends to present her vision through Twitter Spaces, the platform’s audio feature, and explore partnerships with tech giants such as Google, Amazon, Salesforce, and IBM. Efforts to improve content moderation and reduce toxic material are also underway to assure advertisers of a safe advertising environment.
While Musk has claimed that most advertisers have returned or will return to the platform, a significant number paused their advertising campaigns. Brands have mixed opinions about Yaccarino’s appointment, with some optimistic about her impact and others concerned about Musk’s influence and the presence of harmful content.
Overall, it is crucial for Yaccarino and Twitter to reverse the decline in ad revenue and address advertiser concerns within the next 6 to 12 months to ensure a positive future for the platform.
Musk has acknowledged that while some advertisers have returned, others have not, highlighting the need for improvement. Data shows that a significant number of top US advertisers paused their advertising on Twitter during a certain period.
Twitter participated in the Cannes advertising festival, emphasizing its efforts to provide advertisers with more control and transparency over ad context. Several proposals have been received from third parties offering services in this regard.
Yaccarino’s appointment has been well received by many brands, who anticipate a positive impact on Twitter’s market strategy. However, concerns about Musk’s influence and the presence of harmful content remain for some.
The CEO of another advertising group believes that Twitter and Yaccarino must reverse the revenue decline within the next 6 to 12 months to avoid a downward spiral.
Additional reporting by Daniel Thomas in London and Richard Waters in San Francisco
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