This evening, at the Digital Content NewFronts, the social media company returned to pitch its upcoming premium video content slate to advertisers. The company is facing a group of media buyers who are worried about the future of the social network as a platform for their marketing efforts. Some advertisers are planning to stop spending on the service if Musk takes it over.
Advertisers understand that Musk's vision of the platform as a free speech platform doesn't align with their interests. Brands don't like having their messages next to hate speech, misinformation, and abusive speech. It could lead to an increase in the sort of content that brands like to avoid becoming more prevalent on the platform if Musk were to roll back the existing content moderation controls.
In recent days, the company wrote to ad agencies to assure them that their ads would not be seen if they were harmful. Businesses know that it's not possible to make promises about changes Musk has yet to make. In an SEC filing this week, the company warned that a loss of ad dollars is one of the risk factors related to the acquisition.
Twitter latest filing admits to risk of losing advertisers and staff due to Musk takeover
In previous years, the presentation at the NewFronts has been more lackluster. Smaller streamers and media companies like NBCU and Amazon are thought of as being in the same space as the company. It tends to have less to offer than other social media companies that have already presented.
This time, though, it wasn't just about pitching its content, it had to convince advertisers it has enough relevant and interesting content to retain them as partners.
The presentation did include a lot of loud music and boisterous cheering from the audience for every announcement, which was not suspicious at all.
Thanks to its upcoming premium video partnerships, Twitter wanted to convince advertisers that their content would be available in a brand-safe zone.
The image was posted on the social media site.
After taking the stage, Sarah Personette promised the audience that the company's investments in its video and ads business would continue.
I hope that you see that we are going to continue to invest in the parts of our business that bring scroll-topping content to the timeline, she said.
One of the fastest-growing products over the past year has been Amplify, a product that drives real results for you.
We are committed to growing our audience. We are committed to investing in product innovation and to increasing the speed with which we ship products. We are committed to deepen our relationships with the top rights holders and premium content publishers in this country. It's important for you to be able to connect your brands with people that matter to you. She hoped that you had seen the commitment from us tonight.
The type of deals that are expected for the social network, however, weren't significantly different from the types of content that was included in this year's lineup.
Vogue's Red Carpet at the Met Gala, the Vanity Fair Oscar Party Red Carpet, and the Pitchfork Music Festival are some of the live events that the company has expanded its partnership with Cond. It will also include other content from other magazines, as well as highlights and multiple audio events per month.
The partnership with the WNBA is expanding. The latter will show highlights from events like the Global Black Economic Forum and the Essence Festival of Culture. 12 live games will be played during the 2022 season as a result of the six-year extension of the partnership between the WNBA and the social media site. For the first time, the WNBA account will host spaces throughout the season and during the off-season.
E! Danielle Robay will host a new live-streaming show called While You Were Streaming. The show covers shows like The Real Housewives and Obi-Wan Kenobi.
The image was posted on the social media site.
Revolt will bring music, lifestyle, urban entertainment, sports and social justice content to the platform.
It will be the first social partner to test an integration with NBCU. Advertisers who purchase Amplify sponsorships from NBCUniversal will gain more insight into the audience they are reaching with their media campaigns.
The pilot program will bring real-time highlights about global events to the platform. Advertisers will be able to promote and run pre-roll on live event pages with the highlights, which will allow users to discover content in their timelines.
At the heart of advertising is a desire to connect with consumers around something they care about. Robin Wheeler, the new head of U.S. Client Services, said in a statement that the Amplify program helps brands get there. Premium, brand-safe content that serves diverse communities is more important than ever. Wheeler said that they were grateful to find new ways to expand this inventory, giving advertisers and marketers a place to drive incremental reach and results.
Personette concluded her presentation with an offer of gratitude to the brands that are still working with Twitter.
Your partnership makes us better. She said that they are grateful for how you stand with them.