Twitter is trying to woo back brands that have paused their advertising spend on the platform after Elon Musk took over as CEO in late October with what it is calling its biggest ad incentive ever. But brands aren’t biting as these incentives are not enough to dispel brand safety concerns, said execs at four of the largest global media agencies.
More likely, it is expected these incentives will only entice more of the brands that haven’t yet pulled spend to invest more, these executives said.
“Right now those that decided to pull are just going to stay on the sidelines until things calm down,” one media buyer said. “Those on might take advantage, but I don’t see anyone coming back on.”
Twitter told U.S. advertisers on Thursday it would match their December campaign investments of $500,000 or up to $1 million in incremental reach; so, if an advertiser spends $1 million on the platform in December, it will get $2 million worth of impressions, and if an advertiser spends $500,000, it will get $1 million in impressions, according to two buyers briefed on the offer. Those buyers said if advertisers spend $350,000, they will be matched 50%, and if they spend $250,000, they will be matched 25%. There were also separate offers for the U.K., Japan and the “rest of world,” the buyers said.