Twitter Offers New Incentives To Interest Advertisers

JAKARTA - Twitter Inc is offering advertisers incentives to increase their spending on the platform. This was revealed according to an email sent on Thursday December 1 to advertising agencies, as an attempt to start its business after Elon Musk's takeover that prompted many companies to back down advertising on Twitter.

Details of the incentive offer were first reported by the Brew Marketing bulletin.

According to an email reviewed by Reuters, Twitter demanded the offer as "the biggest advertiser incentive ever on Twitter". US advertisers who posted US$500,000 (Rp7.8 billion) in additional spending would be eligible to match their spending with an "added value of 100%", to a $1 million limit, the email said.

The first month of Musk as the owner of Twitter he made several controversial decisions. For example, in reducing staff including employees who work on content moderation. Subsequently, there was a spammer incident posing as a large public company. This has frightened the advertising industry.

Many large companies such as General Mills Inc and luxury automaker Audi of America have stopped advertising on Twitter since the acquisition. Musk said in November that the company had experienced a "largely" decline in revenue as large companies stopped advertising. Whereas advertising sales accounted for about 90% of Twitter's revenue.

Twitter did not immediately respond to a request for comment from Reuters on the new program.

Advertisers in the UK and Japan who posted US$250,000 (IDR 3.9 billion) in additional spending will receive 100% matches, while brands across all other regions spending US$50,000 (IDR 780 million) will receive compatibility, according to the email.

Early October, Musk said he wanted Twitter to become "the most respected advertising platform" and not a "free view of hell for all", in a bid to gain the trust of ad buyers ahead of the close of the deal.