'It seems to be maybe better to wait and watch'
Earlier this month, IPG’s Mediabrands became the first media holding company to officially advise its clients to pause spending on Twitter while the site works through any issues from its change in leadership. Advertisers have been worried about how major marketing leaders left the company, including Sarah Personette and JP Maheu. Musk in a public tweet even noted that advertiser spend has been down on the service.
Musk has met with media partners and advertisers, members of Twitter’s so-called Influence Council, a group of highly active brands and publishers on the site. Last week, Linda Yaccarino, chairman, global advertising sales partnerships at NBCUniversal, said the ad industry should give Musk time, and said she would not bet against him turning the platform around. Yaccarino was speaking at the Ad Age Next: Streaming conference. NBCU is one of Twitter’s top media partners.
However, Twitter has lost some confidence from previously loyal advertisers including Mondelēz, which was one of the first brands to plan to turn off advertising on the site, people familiar with its marketing strategy told Ad Age earlier this month. Last week, Omnicom Media Group sent a note to clients advising them to pause ads following the problem with blue check marks. Twitter did pause the sale of blue check marks while Musk tinkers with the system.
Karandikar said that 4A’s does not typically advise members of the trade group where to spend their ad dollars but did advise caution with Twitter.
“It’s up to the agency or the advertiser to choose what risk level is suitable and if they would like to participate,” Karandikar said, “but when asked specifically, for now it seems to be maybe better to wait and watch, and participate once either the agency or advertiser is absolutely sure that whatever brand safety filters they had in place, or they would like to have in place, can be implemented.”