Twitter is back Digital content this evening to present advertisers with their future premium video content, as they have done in previous years. But this time around, the company is facing a group of media buyers who are concerned about the social network’s future as a “brand-safe” platform for their marketing efforts. As various reports Some Twitter advertisers have already begun planning how to stop spending money on Twitter if the Elon Musk takeover causes the service to become a more toxic and offensive social network.
Advertisers understand that Musk sees Twitter as “Free Speech Platform one that does not necessarily align with their interests. Brands have historically been reluctant to have their messages appear alongside offensive and divisive language, hate speech and misinformation. And if Musk removes Twitter’s existing content moderation controls, it could lead to more content that brands like to avoid so it doesn’t become more mainstream on the Twitter platform.
In recent days, Twitter has tried to reassure advertisers letter to advertising agency with assurances that Twitter will remain a safe place for them in the future, separating their advertising from any harmful content. But companies know Twitter can’t make promises about changes that Musk hasn’t made yet. Twitter knows this too. SEC filing this weekTwitter warned that the loss of advertising dollars is one of the risk factors associated with the acquisition.
In previous years, the presentation of Twitter on NewFronts previously was cooler business. The company is not really considered in the same space as larger streamers and media companies such as Roku, Amazonor NBCU. And typically offers less than competing social networks like Click, Meta, and now, tik tak – all this has already been presented this week.
This time, however, Twitter needed to do more than just promote its content, it needed to convince advertisers that it had enough relevant and interesting content to keep them as partners despite the changes ahead.
Until the presentation became a “spectacle”. Bloomberg Sources promised that this did include a lot of loud music and a standing ovation from the audience for each announcement (which was… not suspicious at all).
Basically, Twitter was looking to reassure advertisers that their content would be available in the brand-safe area on Twitter through an upcoming premium video partnership.
Taking the stage, Twitter’s COO Sarah Personette promised the audience that the company’s investment in the video and advertising business would continue.
“I hope you understand that we’re going to continue to invest in the parts of our business that bring stop-scroll content to the timeline,” she said, first pointing to Twitter’s premium video product and then highlighting the success of its advertising program.
“Twitter Amplify has been one of our fastest growing products over the past year, proving that off-the-shelf products like this one bring you real results,” she continued.
“We are looking to expand our audience. We are committed to investing in the innovation of our products and we are committed to increasing the speed at which we deliver products. We are committed to deepening relationships with the leading rights holders and publishers of premium content in the world, as well as across the country. This is extremely important to us because we know how important it is for you to be able to connect your brands with the people who matter to you. So I hope you saw this commitment on our part tonight,” she said.
However, Twitter’s content lineup, which this year included both video and audio deals thanks to Twitter Spaces, didn’t differ much from the types of deals expected for the social network.
The company announced an expanded partnership with Condé Nast for live events such as the Red Carpet Vogue at the Met Gala, the Red Carpet Vanity Fair Oscar Party and the Pitchfork Music Festival. He said it will also include other content from Wired, Bon Appetit and The New Yorker, as well as highlights, Twitter Moments and several Twitter Spaces (audio events) per month.
Twitter is also expanding its partnership with Essence and the WNBA. The first will feature highlights from events such as the Essence Cultural Festival and the Black Global Economic Forum; weekly clips from series such as “Receipts” and “Revealed Essence”; and monthly spaces. The WNBA and Twitter are announcing a multi-year extension to their six-year partnership that will include 12 live games through the 2022 season. For the first time, the @WNBA account will also host Spaces throughout the season, as well as during WNBA events and off-season.
E! News, meanwhile, will be launching a new live show for Twitter titled “While You Were Streaming” hosted by Daniel Robay. The show spans popular TV shows like Stranger Things, Obi-Wan Kenobi, The Real Housewives and more, where Robai will be joined by ever-changing guests, experts and stars from the past.
Twitter will also partner with Revolt to bring music, lifestyle, urban entertainment, sports and social justice content to the platform, including the hip-hop podcast “Drink Champs”; Rebellion Summit; “Crew League”, where artists compete on the basketball court; series on financial literacy “Assets over liabilities”; and Revolt Black News Weekly.
The company announced that it will be the first social partner to test integration with NBCU’s cross-platform certified video measurement partner, iSpot. Through this deal, advertisers who purchase Amplify sponsorship from NBCUniversal will receive more information about the additional audience generated by their Twitter display campaigns.
Finally, Twitter said it will launch a pilot program that will display highlights of global events in real time on the platform. The program will allow advertisers to promote and run pre-rolls on live highlights pages, allowing Twitter users to find content on their timeline and in the Explore tab.
“At the heart of advertising is the desire to not just reach out to consumers, but to connect with them about what they care about. Twitter Amplify is helping brands achieve this,” said Robin Wheeler, vice president of Twitter and new head of customer service for the US, in a statement released ahead of the event. “When advertisers connect to Twitter’s premium video content, they are related to topics that our uniquely engaged audience is already passionate about. Brand-safe premium content that serves diverse communities is more important than ever. We’re grateful to have found new ways to grow this inventory on Twitter, giving our advertisers and marketers a place to grow their reach and results,” Wheeler added.
Personette ended today’s presentation by thanking the brands (still?) working with Twitter.
“Your partnership makes us better every day. And we are extremely grateful for the way you support us…” she said.
Credit: techcrunch.com /