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

December 6 news, November this year, the United States Colorado nightclub shooting incident, killing five people were killed and dozens injured. After the shooting, Apple made what most people seem like a normal business decision: temporarily stopping advertising on social media Twitter. Two former Twitter employees said Apple was doing this to protect its brand and ensure that Apple ads did not appear next to news reports about mass shootings.

But Twitter's new CEO Elon Musk doesn't seem to connect the shooting to Apple pulling ads from Twitter's largest advertiser. Musk tweeted: "Apple has basically stopped advertising on Twitter. "

About two weeks after the Colorado shooting and just days after Musk had a "pleasant conversation" with Apple CEO Tim Cook, Apple has reportedly "fully recovered" from advertising on Twitter. Amazon is also reportedly spending a lot of money on Twitter advertising, promising $100 million a year, which seems to be attracted by Twitter's "largest advertiser reward ever."

So far, Musk seems satisfied that Twitter can re-engage advertisers.

Musk tweeted Saturday: "Thanks here, thanks advertisers for returning to Twitter. "

Twitter, Amazon and Apple did not immediately respond to requests for comment.

Starting in December, Twitter tried to lure advertisers back to the platform by offering a range of incentives, such as a 100 percent reward for any ad spend worth between $500,000 and $1 million. For ad service buyers, this reward doubles the advertiser's exposure on the platform. Twitter also offers 25% and 50% rewards to advertisers who spend $200,000 and $350,000, respectively.

It has been reported that Twitter is offering such a big discount to advertisers mainly because the platform "advertising revenue is 80% lower than internal expectations" during the Qatar World Cup. Normally, the World Cup would have been the biggest time for Twitter ad sales.

As the advertising business failed to meet its targets, former Twitter employees said the company had adjusted its revenue forecast for the final quarter of the year several times, from an initial $1.4 billion to $1.1 billion today. Twitter reportedly lost more than 1500 advertisers by the end of October. Apple has been one of Twitter's most loyal advertisers, spending $180 million in 2022 alone,$30 million more than originally budgeted. But Apple's abrupt suspension of advertising in November hit Twitter's already flagging advertising business hardest.

To reverse the situation, Musk offered "huge" incentives, while also attracting advertisers back to the platform through other concessions, sources said. These include big discounts now on buying Super Bowl ads and even agreeing that big brands like Pepsi can withdraw ads "for any reason."

Pepsi did not immediately respond to a request for comment.

As tempting as the offer is, not every big brand agrees with Musk or is convinced Twitter is a safe advertising platform.

Like Apple, GM appears to have stopped advertising on Twitter for commercial impact reasons. A GM spokesman said that since Musk took office, it is not just bad content on the platform that has made some automakers decide not to advertise on Twitter. GM is also concerned that Tesla, another company led by Musk, is benefiting from competitors 'data through Twitter.

A GM spokesperson said: "It is important for our company to ensure that advertising strategies and data cannot be managed securely by platforms owned by competitors. "

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