Twitter, Tesla | May 31, 2022
Yet another veteran CEO is unsure about what Elon Musk wants to do with Twitter if he manages to close the deal for the popular social media platform.
“I am a little puzzled,” S4 Capital founder and chairman Sir Martin Sorrell
“I am a little puzzled,” S4 Capital founder and chairman Sir Martin Sorrell told Yahoo Finance Live at the World Economic Forum. He talked about what would happen if Musk made Twitter less reliant on ad revenue.
“I didn’t quite follow the logic there,” Sorrell said. “But of course, if you have… a free speech network platform, clients are very worried about brand safety and having their advertising positioned against controversial content. So it will make advertisers more concerned about a platform that is more open and less controlled or less editorially controlled than it should be.”
Sorrell thinks that Twitter’s ad business is at risk even if Musk decides to move away from ad revenue because the platform would be more open to controversial voices.
Musk aims to quintuple Twitter’s sales to $26.4 billion by 2028 with the help of 931 million users once he pushes a subscription model. This information comes from a pitch deck seen by the New York Times.
Twitter might bring in $1.3 billion from a not-yet-released payments business by 2028, a gigantic jump from $15 million in 2023, as a result of Musk’s plan. Musk also wants to have 11,072 employees at Twitter by 2025 compared to approximately 7500 employees today.
ADVERTISER CAMPAIGN MANAGEMENT
Reddit | June 28, 2022
In its first-ever U.S TV campaign, Reddit highlights the concept of finding and connecting with people with niche interests. The TV ad, directed by Pete Marquis, shows people sharing ideas that draw blank stares or unhelpful responses from those around them. A man muses over a shower thought to his partner, who simply walks away; a woman worries about her dying plant, so her roomie coldly suggests she “get a new one”; a cosplayer gets called a “role player” by his significant other. Copy on the ad offers reprieve through Reddit threads: “r/ShowerThoughts,” “r/PlantClinic” and “r/Cosplay.” The spot ends with the cosplayer finding community in r/Cosplay. “My people get me,” he murmurs.
“Reddit is a place where you can find communities of people deeply passionate about just about anything—from stocks to socks, there is a community to get involved in and be a part of, For this campaign we talked a lot about how sometimes the people closest to us do not always ‘get’ us, but Reddit is a place where you can truly ‘find your people’—a place to express our passions, share our insecurities, learn from each other or just connect about what we’re into.”-Bryan Gregg, R/GA VP-executive creative directorReddit
As real-life moments continue to highlight our shared need for understanding and belonging, ‘Find your people’ showcases Reddit’s communities as spaces for everyone to connect and gain honest perspectives from real people with similar interests,Reddit CMO Roxy Young.
The campaign made a soft debut at the year’s Cannes Lions International Festival of Creativity, where “Find your people” appeared on out-of-home ads greeting festival-goers. The campaign will run through the fall over TV, OTT, digital video, paid social, and OOH placements in the U.S and Canada.
Adimpact, Innovid | June 06, 2022
Adlmpact chose Innovid as its cross-platform measurement partner for political linear and connected TV (CTV) campaigns. Leveraging the TVSquared by Innovid platform, Adlmpact advertisers get a unified view of their converged TV campaigns and real-time insights on reach, frequency, incremental reach, and outcomes. Adlmpact is a leading provider of ad intelligence data for fast and smart decisions. Innovid is a leading independent CTV advertising delivery and measurement platform.
As the midterm elections of 2022 heat up, political media strategists see the need to go beyond broadcast and cable to reach voters with shifting viewing preferences.
Kyle Roberts, CEO, Adlmpact, said, “This is a crucial political cycle, and CTV will play an instrumental role in helping candidates and causes get their messages heard by the right people, at the right times and in the right places."
Kyle Roberts, CEO, Adlmpact, said, “This is a crucial political cycle, and CTV will play an instrumental role in helping candidates and causes get their messages heard by the right people, at the right times and in the right places. With the TV video mix looking very different from years past, having accurate, real-time measurement is critical. With the TVSquared by Innovid platform, we have access to delivery and performance metrics from linear and CTV in a single, unified solution, giving us granular insights into who was reached, where, when, and how often.”
The TVSquared by Innovid platform provides real-time, privacy-compliant analytics for political advertising to:
Understand the most important metrics, such as reach, frequency, incremental reach, and performance insights
Determine total reach across linear and individual streaming platforms
Determine the declining returns threshold and ideal ad frequency
Identify efficiencies, optimize, and retarget campaigns for specific demographics