Shulou(Shulou.com)11/24 Report--

Since Elon Musk took over Twitter, dozens of advertisers have announced they will stop advertising on the platform. According to sources familiar with the matter, Musk has tried to personally call some brand heads who restrict advertising to reprimand them, which has led others to reduce their spending to the minimum necessary to avoid further confrontation with him.

Several media buyers and advertising companies have said that almost all of the major brands they represent have stopped spending on Twitter because of Musk's particular way of regulating content and his decision to lay off many of his ad sales staff.

In recent weeks, half of Twitter's top 100 advertisers have stopped advertising on the platform because of "controversy" and "warnings from media buyers." The list includes Meta, Coca-Cola, General Motors, Volkswagen, Carlsberg, General Mills and Kellogg's, according to a report compiled by market research firm Media Matters.

Communication between ad agencies and Twitter ad teams has decreased in recent weeks, four industry sources said, as Twitter ad teams have shrunk dramatically after several waves of mass layoffs, and many ad agencies don't even have anyone to contact.

According to several advertisers, due to a shortage of staff, many brands are unable to get feedback on the good results of previous advertising. Others complain that Twitter's advertising system is also failing, making it almost impossible to launch campaigns that have the desired effect.

"This kind of turbulence and disruption has never happened before and Musk seems to be scaring away advertisers who wanted him to succeed," said one advertising executive. "

Last week, Derrick Johnson, president of the National Association for the Advancement of Colored People (NAACP), a civil rights group, urged advertisers to stop using Twitter because Musk decided to reinstate former US President Donald Trump's blocked account.

"Any advertisers who are still funding Twitter should immediately suspend all ads," Johnson wrote on Twitter. "He also lashed out at Musk's use of" garbage polls "to decide whether Trump should be returned.

It's unclear if and when advertisers will return. An ad agency executive said:"When Musk manages via Twitter and there are daily changes on the platform that cause advertisers concern, it's hard to guess whether advertisers are willing to return." "

Darren Savage, chief strategy officer at Tribal Worldwide, said:"The best way Musk can bring advertisers back to Twitter is to appoint a new CEO. Especially someone who understands what Twitter is and its credibility with advertisers and users. "

Musk is under pressure to help Twitter earn more revenue because he has to pay $1 billion a year in interest after saddling Twitter with $13 billion in debt to buy it.

Welcome to subscribe "Shulou Technology Information " to get latest news, interesting things and hot topics in the IT industry, and controls the hottest and latest Internet news, technology news and IT industry trends.