Twitter is offering advertisers incentives to increase spending after Elon Musk’s takeover and management directives resulted in multiple brands curbing their ad investment on the social media platform.
Advertising sales account for about 90 percent of Twitter’s revenue.
Platforms and ad networks approach agencies for advertising as part of their business model. In emails sent by Twitter to ad agencies, reviewed by multiple media, the company claimed it was launching its “largest advertiser incentive ever” in December with “value add” that offers advertisers additional impressions based on the amount they spend on the platform.
According to Marketing Brew, one of the agencies that received the email, an advertiser spending $200,000 in the United States will get 25 percent value add, and if they spend $350,000, they get a 50 percent value add. However, if any company spends $500,000, Twitter will give them 100 percent value add, which is capped at $1 million per advertiser….