As media editor I’m after pitches and experts who can help us continue to produce incisive, interesting and innovative stories that don't put readers to sleep. So what does that mean for our media section? 📝
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John McCarthy
@JohnGeeMcCarthy
Media editor . I interrogate the people putting ads in, on, under, and around the things you love. Message me @ john.mccarthy@thedrum.com
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I asked experts just how much extra carbon is emitted by the Super Bowl's advertising spike. It's equivalent to that generated by 100,000 individual Americans.
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Advertising used to generate 90% of Twitter’s revenue. That was until the big tweet retreat. I've probed media buyers about whether they ever intend to return spend to the platform. It. Does. Not. Look. Good. 👇🧵
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Great story about Twitter's ad revenue problems by for
Can Elon Musk’s Twitter win back advertisers’ trust? thedrum.com/news/2023/01/3 via
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There is a way back. Read about it here
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7⃣ He already said concerned advertisers are steered by “leftist groups”, rebuked some that have pulled spend, and threatened to name and shame others. He has clashed with brand safety voices and, just days ago, promised users an ad-free subscription tier.
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6️⃣ Musk made wants 50% of revenue generated from subscriptions, but is advertising already on the back burner?
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5️⃣ There’s so much more choice in the social space than a few years ago. Respondents are keen to move that ‘suspended’ budget, TikTok, Snapchat, Instagram, Reddit, Pinterest, Twitch, YouTube Shorts and even BeReal are waiting.
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4️⃣ One asked why they should make a long-term commitment to a platform that won’t even pay the rent on its offices.
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3️⃣ People still buying the media say it’s now fairly inexpensive, but is prone to glitch. And there's no rep support.
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2️⃣ The verification scandal in November was the straw that broke the camel’s back. Data from the Standard Media Index (SMI) suggests that ad spend on Twitter dropped by 71% in December year on year. It was 55% in November.
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1️⃣ While there were general concerns about platform health after Musk's acquisition, it was “business as usual” for clients.
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Advertising used to generate 90% of Twitter’s revenue. That was until the big tweet retreat. I've probed media buyers about whether they ever intend to return spend to the platform. It. Does. Not. Look. Good. 👇🧵
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🥁 The data also uncovered that outdoor mobile searches tend to take place in groups, providing more opportunities for word of mouth. Like 'John where's the nearest Maccy Dees, need some nuggz'.
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🥁 OOH searches were more likely to occur on Monday to Thursday when commutes are most prevalent. Around 80% occurred during the morning commute. 40% of at-home searches took place at night. Duh, but it's actionable information.
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🥁 Habits can be built from location primers such as billboards. If that location is part of a commute that likelihood should increase.
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🥁 Sight, sound and smell were other things that triggered search, experiential advertisers are making use of these tools.
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🥁 Search was found to add value to consumers in the OOH space and ad value. Basically, people are using their mobiles out and about anyway. They will search your brand/product if it is relevant to their lives/mindset.
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🥁 Searches were more impulsive than those at home. People are reacting to ads and outdoor stimuli. The mindset is very different.
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🥁 The most common searches were to find nearby store addresses, perhaps spurred by an ad. Include directions to said shop in your creative if you can.
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🥁 OOH searches are 38% more likely to drive a purchase than those at home, hinting at more of an action-orientated mindset.
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Today the UK out-of-home industry came together to illustrate how OOH/DOOH placements drive mobile search and purchases, in app or down the high-street. Here are the top findings from the research 👇
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Last chance to contribute. 🖖
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Spread the word. Get in my DMs if you are paid social expert who's seen a fluctuation in Twitter budget/tactics over the last few months. We can stay off record if you wish!
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