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I remember advertiser exodus from YouTube and advertiser exodus from Facebook, twice. They returned, eventually. The bigger problem is current recession. Budge

by vilda 4y ago

I remember advertiser exodus from YouTube and advertiser exodus from Facebook, twice. They returned, eventually. The bigger problem is current recession. Budgets for ads are cut first.

notatoad 4y ago
the most recent advertiser exodus from youtube was mostly stemmed because youtube put in significant work to increase their content moderation and improve brand safety - that was when all your favourite edgy youtubers started complaining about having their videos demonetized.
JumpCrisscross 4y ago
Bingo. The problem is every modern recession seems to be topped by an LBO, and Twitter is this season’s RJR-Nabisco / Harrah’s.
threeseed 4y ago
As that financial advertiser said the problem with Twitter is that the performance and ROI of their campaigns has plummeted. That has nothing to do with recession and it's nothing like Youtube/Facebook which had external and temporary factors. It's purely to do with Twitter not currently being able to run a competitive ad engine. And it ties directly with a large proportion of the engineers and data scientists being let go.
- brightball 4y ago
  Does it though? The ad engine was either in place already or it wasn’t. There shouldn’t be a shift in performance of the engine due to people being let go.
  - threeseed 4y ago
    Machine learning models require regular retraining. And given that there is a code freeze at the moment it's quite likely no updates are going out.
    - nomel 4y ago
      Whats the usual cadence? It’s only been a few weeks. I would hope that it would be mostly automated, to last a few cycles more.
edmundsauto 4y ago
> I remember advertiser exodus from YouTube and advertiser exodus from Facebook, twice. They returned, eventually. One thing we will find out - did they return on their own, or did they return because of persistent sales calls from FB and YT? Those are the part of the cuts - Twitter lost some very high profile relationships with brands that spend big. And it's reach/scale rarely justified dedicated campaigns - I'm sure most agencies are happy to not spend 20% of their time on 5% of their reach, compared to G and Meta.
dorkwood 4y ago
> The bigger problem is current recession. Budgets for ads are cut first. Is this true? I've seen a lot of big budget ad investment from companies whose stocks have been tanking all year. It almost seems like they're trying to dig themselves out of a hole with marketing.

by vilda 4y ago

I remember advertiser exodus from YouTube and advertiser exodus from Facebook, twice. They returned, eventually. The bigger problem is current recession. Budgets for ads are cut first.

notatoad 4y ago

the most recent advertiser exodus from youtube was mostly stemmed because youtube put in significant work to increase their content moderation and improve brand safety - that was when all your favourite edgy youtubers started complaining about having their videos demonetized.

JumpCrisscross 4y ago

Bingo. The problem is every modern recession seems to be topped by an LBO, and Twitter is this season’s RJR-Nabisco / Harrah’s.

threeseed 4y ago

As that financial advertiser said the problem with Twitter is that the performance and ROI of their campaigns has plummeted. That has nothing to do with recession and it's nothing like Youtube/Facebook which had external and temporary factors. It's purely to do with Twitter not currently being able to run a competitive ad engine. And it ties directly with a large proportion of the engineers and data scientists being let go.

brightball 4y ago
Does it though? The ad engine was either in place already or it wasn’t. There shouldn’t be a shift in performance of the engine due to people being let go.
- threeseed 4y ago
  Machine learning models require regular retraining. And given that there is a code freeze at the moment it's quite likely no updates are going out.
  - nomel 4y ago
    Whats the usual cadence? It’s only been a few weeks. I would hope that it would be mostly automated, to last a few cycles more.

edmundsauto 4y ago

> I remember advertiser exodus from YouTube and advertiser exodus from Facebook, twice. They returned, eventually. One thing we will find out - did they return on their own, or did they return because of persistent sales calls from FB and YT? Those are the part of the cuts - Twitter lost some very high profile relationships with brands that spend big. And it's reach/scale rarely justified dedicated campaigns - I'm sure most agencies are happy to not spend 20% of their time on 5% of their reach, compared to G and Meta.

dorkwood 4y ago

> The bigger problem is current recession. Budgets for ads are cut first. Is this true? I've seen a lot of big budget ad investment from companies whose stocks have been tanking all year. It almost seems like they're trying to dig themselves out of a hole with marketing.