Amazon and Apple Return to Advertising on Twitter After Elon Musk Launches Incentives

Apple Inc, one of the biggest advertisers on Twitter. (photo: Doc. Pixabay)

JAKARTA - Amazon.com Inc and Apple Inc plan to resume their advertising on Twitter. The development cites an email sent by Twitter on Thursday, December 1 to advertising agencies offering advertisers incentives to increase their spending on the platform.

The promotion was carried out as an attempt by Twitter to restart its business after the takeover by Elon Musk which prompted many companies to withdraw their advertisements.

According to emails reviewed by Reuters, Twitter called the offer "the biggest advertiser incentive Twitter has ever seen". In that promotion, U.S. advertisers. who book 500.000 US dollars in additional spending will be eligible for "100% added value", up to a limit of 1 million US dollars.

On Saturday, a Platformer News reporter tweeted that Amazon plans to continue advertising on Twitter at around 100 million US dollars per year, pending some security changes to the company's advertising platform.

However, a source familiar with the matter told Reuters that Amazon has never actually stopped advertising on Twitter. Even though the owner of Amazon, Jeff Bezos, often disagrees with Musk, the new owner of Twitter, their business affairs go on as usual.

Secara terpisah, selama percakapan Twitter Spaces, Musk mengumumkan bahwa Apple adalah pengiklan terbesar di Twitter dan telah "sepenuhnya melanjutkan" periklanan di platform, menurut laporan Bloomberg.

Bulan pertama Musk sebagai pemilik Twitter terdapat banyak keputusan yang dianggap kontroversial. Mulai dari rasionalisasi  karyawan yang bekerja pada moderasi konten dan insiden spammer yang menyamar sebagai perusahaan publik besar. Hal ini  telah membuat khawatir industri periklanan.

Banyak perusahaan seperti General Mills Inc  hingga pembuat mobil mewah, Audi of America berhenti atau menghentikan iklan di Twitter sejak akuisisi itu. Sementara Musk mengatakan pada November bahwa perusahaan tersebut telah mengalami penurunan pendapatan yang "besar-besaran".

Apple dan Twitter tidak segera menanggapi permintaan Reuters untuk mengomentari masalah tersebut.