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☆ Elon Musk has a weak case against advertisers — but he's playing the long game
▼ + stars: | 2024-08-08 | by ( Lara O'Reilly | ) www.businessinsider.com time to read: +9 min

Read previewOn Tuesday, Elon Musk's X fulfilled his promise to sue advertisers over their boycotting of the platform. GARM creates frameworks to provide common definitions around areas like hate speech and misinformation; it's voluntary whether advertisers use them. It doesn't rank platforms on these issues, and its role isn't to advise advertisers on where to spend their dollars. US advertisers are also protected by the First Amendment to spend or not spend on whichever media platforms they please. If the X suit moves into the discovery phase, there could be a whole lot more.

Persons: —, Elon Musk's X, X, Ørsted, Musk, Ruben Schreurs, Ørsted didn't, GARM, Jim Jordan, colluded, WPP's GroupM, Rob Rakowitz, Rumble, Jamie Barnard, Jim Jordan of Ohio, Win McNamee, Jordan, Brian Wieser, Wieser Organizations: Service, Federation, Global Alliance of Responsible Media, Twitter, Unilever, Mars, CVS, Business, WFA, Republican, Procter, Gamble, WPP's, Committee, Verizon, Chanel, PepsiCo, WPP, Media, Madison Locations: Texas, Ohio

☆ Hey Elon – what's up with all the scammy ads for Louis Vuitton bags on X?
▼ + stars: | 2023-12-01 | by ( Jyoti Mann | ) www.businessinsider.com time to read: +3 min

Some X users say they're seeing lots of ads for likely fake Louis Vuitton handbags on the platform. After Elon Musk told major advertisers to "go fuck yourself" and "don't advertise" at The New York Times' DealBook summit Wednesday, some X users saying they're seeing lots of ads for Louis Vuitton bags that are probably fakes. "X prohibits the sale of or promoting the sale of counterfeit goods on the platform," according to its counterfeit policy . "Twitter had resorted to letting people place ads for their fake Louis Vuitton bags. According to a X business blog post , Louis Vuitton ran an ad campaign for its collaboration with Japanese artist Yayoi Kusama in January, but it's unclear if it's an ad partner or big spender.

Persons: Louis Vuitton, Elon, —, Elon Musk, hasn't, It's, Taylor Fisher, Linda Yaccarino, Monique Pintarelli Organizations: Service, The New York Times, Louis, Twitter, Business, X, ust Locations: Americas

☆ It sure looks like Elon Musk is deliberately destroying X
▼ + stars: | 2023-11-30 | by ( Jyoti Mann | Lara O'Reilly | ) www.businessinsider.com time to read: +5 min

Elon Musk seems to be trying to sabotage X by telling major advertisers "go fuck yourself." It gives weight to a theory that Musk may be deliberately trying to sink X, formerly Twitter. Those banks have since been trying to sell the debt — which looks increasingly worthless as Musk drives X into the ground. In the meantime, X and Musk must pay millions of dollars in interest to their financiers. "There is no way back, there is no way to reverse the statement Elon made yesterday," said Ruben Schreurs, chief strategy officer at the marketing consultancy Ebiquity, which works with major advertisers.

Persons: Elon Musk, Martin Sorrell, —, NBCUniversal, Musk, Linda Yaccarino, Linda, Jerod Harris, Matt Levine, Levine, Lou Paskalis, Musk's, Paskalis, BI's Grace Kay, Kali Hays, it's, Elon, Ruben Schreurs, Yaccarino, didn't Organizations: Service, The New York Times, Apple, Disney, IBM, Bloomberg, Bank of America, AJL, Musk's Twitter, Ebiquity, X

☆ Sixty percent of major brands plan to increase their ad budgets in 2024, new research shows
▼ + stars: | 2023-11-07 | by ( Lara O'Reilly | ) www.businessinsider.com time to read: +4 min

Marketers have expressed cautious optimism looking ahead to 2024, with 60% of respondents in a new survey saying they plan to increase their ad budgets next year. Just 29% of respondents last year said they were expecting to increase their media budgets in 2023. Of the remaining 40% of those surveyed, roughly one-third (33%) said they intended to maintain their 2023 budgets into 2024. Meanwhile, print, linear TV, and radio were all likely to decline in their share of most marketers' budgets in 2024, according to the report. Around a third of advertisers said they plan to conduct log-level analysis of the programmatic supply chains in 2024 and 2025, according to the report.

Persons: Stephan Loerke, it's, we'll Organizations: World Federation, Retailers, CTV

☆ Elon Musk's latest money making idea for X? Selling old Twitter handles for $50,000 a pop, report says.
▼ + stars: | 2023-11-04 | by ( Lara O'Reilly | ) www.businessinsider.com time to read: +3 min

X is looking to generate new revenue by selling off old Twitter handles, Forbes reported. X is looking to address a huge advertising shortfall following Elon Musk's takeover last year. AdvertisementAdvertisementElon Musk's X is working on a plan to generate new revenue by selling off old Twitter handles, Forbes reported Friday. AdvertisementAdvertisementThe company is looking to plug a huge advertising revenue shortfall following Elon Musk's takeover of Twitter last November. AdvertisementAdvertisementAdvertising accounted for 90% of X's revenue in 2021 when it last publicly reported its financial results.

Persons: X, Elon Musk's, —, Elon, Forbes, Alex Konrad, X didn't, Linda Yaccarino, Musk Organizations: Forbes, Elon, Service, Twitter, Ebiquity, Grok

☆ Linda Yaccarino follows up her car-crash interview by pretending everything's just fine at X
▼ + stars: | 2023-10-27 | by ( Beatrice Nolan | ) www.businessinsider.com time to read: +3 min

In a Thursday blog post, CEO Linda Yaccarino ignored all the chaos and said X's "future is bright." User numbers are reportedly down, regulators are probing the platform over disinformation, and competitors have popped up around every corner. AdvertisementAdvertisementX's CEO Linda Yaccarino also made headlines in September after giving a car-crash interview, where she seemed not to have a grasp on precise user numbers and couldn't answer questions about a paywall. Yaccarino also flagged the platform's user numbers as a point of success, pointing to new signups and time spent on the platform as potential indicators. Representatives for X and Yaccarino did not immediately respond to Insider's request for comment, made outside normal working hours.

Persons: It's, Elon Musk, Linda Yaccarino, —, Yaccarino, X Organizations: Elon, Twitter, Service, Ebiquity, Wall Street

☆ Forget Threads, it's LinkedIn and YouTube that Elon Musk wants to do battle with
▼ + stars: | 2023-10-27 | by ( Hasan Chowdhury | ) www.businessinsider.com time to read: +3 min

Elon Musk seems to be over the threat from Threads. Musk, who owns X, joined CEO Linda Yaccarino in singling out LinkedIn and YouTube as "future competitors" in a company-wide meeting on Thursday, Bloomberg reported. AdvertisementAdvertisementSince his $44 billion takeover, Musk has frequently talked about turning it into an "everything app." It's helping LinkedIn in turn: its revenue increased 8% in the three months to the end of September. Video seems to be just about everywhere online too, making Musk and Yaccarino's focus on YouTube an understandable one.

Persons: Elon Musk, —, He's, Linda Yaccarino, Musk, Mark Zuckerberg, That's, Lara O'Reilly, Yaccarino, Sundar Pichai Organizations: YouTube, Bloomberg, Service, Ebiquity, LinkedIn

☆ The banks which loaned Elon Musk money to help buy Twitter expect to lose $2 billion on the debt, report says
▼ + stars: | 2023-10-26 | by ( Pete Syme | ) www.businessinsider.com time to read: +2 min

Wall Street helped Elon Musk buy Twitter last year by loaning him $13 billion. The biggest lenders like Morgan Stanley and Bank of America would lose hundreds of millions of dollars. AdvertisementAdvertisementThe banks which helped Elon Musk take over Twitter are expecting to lose $2 billion on the loans they gave him, according to The Wall Street Journal. According to The Wall Street Journal, Musk's lenders have started preparing to unload the debt. X, Morgan Stanley, BofA, and Barclays did not immediately respond to Insider's request for comment, sent outside US working hours.

Persons: Elon Musk, loaning, Morgan Stanley, —, BofA Organizations: Elon, Twitter, Bank of America, Service, Wall Street, Barclays, Ebiquity, Bankers

☆ Most of the world's biggest advertisers have stopped buying ads on Elon Musk's X, exclusive new data shows
▼ + stars: | 2023-10-23 | by ( Lara O'Reilly | ) www.businessinsider.com time to read: +4 min

An overwhelming majority of the world's biggest-spending advertisers have stopped advertising on X following Elon Musk's acquisition of the company, according to new data provided exclusively to Insider by the marketing consultancy Ebiquity. The number of Ebiquity clients advertising on X has steadily declined ever since, the data shows. The company drew its X data from its digital media solutions unit, through which it gathers digital media investment data from agencies and platforms. In the same interview she cited Visa, Nissan, and AT&T as among the "1,500" brands that had resumed spending on X. "We would welcome an official follow-up with supporting data in a time where trust and transparency are of critical importance," said Schreurs.

Persons: Ruben Schreurs, Ebiquity Ebiquity, Linda Yaccarino, Ebiquity's Schreurs, Schreurs Organizations: Elon, Twitter, Google, Walmart, Vodafone, General Motors, Ebiquity, Nissan, Amazon, Unilever, Coca, IBM, Bloomberg, Media, Visa

☆ 3 ways the generative AI boom is upending the advertising agency business
▼ + stars: | 2023-09-19 | by ( Lara O'Reilly | ) www.businessinsider.com time to read: +5 min

Here are some of the newest challenges agency leadership teams are discovering as they race to lead AI in advertising. Productivity gains from AI risk undercutting agency feesMany agency bosses have touted the productivity efficiencies AI presents to their companies — from creating lists of search keywords to making tedious work like cataloging invoices less time-consuming. Agencies haven't figured out what to do with the AI talent they've hiredMuch like heads of digital, heads of mobile, and heads of programmatic before them, agency heads of AI are now having their time in the sun. But once such AI talent is sourced, agencies are presented with another dilemma: Where in the organization should a "head of AI" sit? Most businesses have started with this being part of the chief technology officer or the IT department's responsibilities, said Ruben Schreurs, chief strategy officer at the marketing consultancy Ebiquity.

Persons: Nick Coronges, Coronges, waitlists, Lewis Smithingham, Smithingham, Ryan Kangisser, Forrester, Jay Pattisal, haven't, they've, Ruben Schreurs, Richard Robinson Organizations: Google, Nvidia, OpenAI, Microsoft, Big Tech, Productivity, Forrester, Xeim Engage

☆ IPG Mediabrands 'privacy alert' says clients should 'consider' a pause on Google ads product
▼ + stars: | 2023-08-17 | by ( Lara O'Reilly | ) www.businessinsider.com time to read: +18 min

Google has disputed the Adalytics report, with a spokesperson describing it in a statement to Insider as "deeply flawed and misleading." An IPG Mediabrands spokeswoman said it was not accurate to say the agency was recommending a pause on any Google product. "What worries me about this Adalytics report is that Performance Max campaigns have allegedly been observed to run on made-for children inventory," Schreurs said. The article also refers to research undertaken by 3rd party (Adalytics) and the Adalytics report also mentions the following IPG/MB clients: 1. GAF For several of the above clients, the Adalytics report references that IPG/Matterkind placed the ad.

Persons: Max, IPG Mediabrands, Adalytics, wasn't, IPG, Ruben Schreurs, Schreurs, Edward J, Markey, Marsha Blackburn, Dyson, Matterkind, Biden's Organizations: Google, YouTube, The New York Times, Federal Trade Commission, COPPA, Republican, New York Times, Brand, Adalytics, NY Times, BMO, BMW, Nike, Intuit, Honda, FTC, United States, Association, MFK Locations: Massachusetts, Tennessee, United, MFK

☆ The European Parliament is auditing years of its Google ads following a report that alleged YouTube misled advertisers
▼ + stars: | 2023-07-14 | by ( Lara O'Reilly | ) www.businessinsider.com time to read: +5 min

The European Parliament said it's auditing its YouTube advertising from 2020 to date. The European Parliament is auditing its Google advertising going as far back as 2020 following a report that alleged YouTube placed ads on third-party sites that violated its own standards. This evaluation process is still ongoing," said a European Parliament press representative in an emailed statement. From its initial assessment, the use of the GVP Network by the European Parliament was "residual," the representative said. The European Parliament has been put under pressure to suspend all of its Google advertising.

Persons: TrueView skippable, Adalytics, Marvin Renaud, Renaud, Roberta Metsola, Pravda.ru, monetization, Adweek, Ruben Schreurs Organizations: Google, YouTube, Fortune, Partner, GVP, GVP Network, US Treasury, Street Journal, Ebiquity Locations: TrueView, Russia, Russian, Ukraine

☆ Some advertisers are requiring their agencies to disclose when they use generative AI
▼ + stars: | 2023-06-17 | by ( Lara O'Reilly | Ryan Joe | ) www.businessinsider.com time to read: +4 min

Some big advertisers want to know exactly when their agencies are using generative AI. And in its current form, generative AI can create derivative content. And WPP ad agency Ogilvy is advocating for advertisers and social media platforms to disclose the use generative AI in influencer campaigns, The Financial Times reported. "You need to sit down with your agency and ask how they are using generative AI." He said he's in active conversations with the heads of all the agencies the alcohol giant works with about how they are experimenting with generative AI tools.

Persons: Reed Smith, Ruben Schreurs, Schreurs, — Andrew Robertson, —, Ogilvy, Keri Bruce, Bruce, L'Oréal, we've, Asmita Dubey, Edward Pilkington, Lesley Klein Organizations: BBDO, Ad, WPP, Financial Times, of National, Diageo, Diageo North Locations: Diageo North America

☆ From Amazon to The Trade Desk, experts predict these companies will be the most active acquirers of advertising businesses next year
▼ + stars: | 2022-12-27 | by ( Lara O'Reilly | ) www.businessinsider.com time to read: +7 min

There's a strong interest from acquirers in hot trends like commerce media and data consultancy. Experts predicted the companies most likely to be acquirers of advertising businesses in 2023. Many industry observers expect advertising industry M&A deal volume and value to be down next year due to volatile macroeconomic conditions. Experts across the advertising industry — from consultants, to agency executives, analysts, investors, and adtech leaders — named the companies likely to be active in the advertising M&A market in 2023 and why. Apple could make an under-the-radar adtech acquisition for its sleeping giant advertising businessIndustry insiders predict Apple has big plans for its $5 billion-and-growing advertising business next year.

☆ Ads Often Run on Websites That Come With High Carbon Emissions but Low Returns, Study Finds
▼ + stars: | 2022-11-22 | by ( Megan Graham | ) www.wsj.com time to read: +6 min

Marketers are often running digital ads on websites that provide relatively low returns on their investment but generate comparatively high carbon emissions, a new study said. Concerns have been growing in some corners of digital advertising about the industry’s carbon footprint. The business consumes a significant amount of energy, leading to carbon emissions, as many websites trigger automated auctions for various ad spaces every time a consumer arrives on one of their pages. Ebiquity and Scope3 say one way of cutting down on emissions would be to work to keep marketers’ ads from winding up on “made for advertising” sites. Other groups are working on different approaches to measuring carbon emissions in advertising.

☆ The ad industry is prepping for a make-or-break holiday shopping season, with some advertisers pulling spend up to 25% even before Black Friday
▼ + stars: | 2022-11-22 | by ( Lara O'Reilly | Ryan Joe | ) www.businessinsider.com time to read: +6 min

Black Friday and Cyber Monday sales figures will determine whether ad spend budgets decline. Some advertisers are already pulling back spend up to 25%Last year, advertisers marched into the holiday shopping season with confidence. For retailers who are making the bulk of their money during that time, ad spend correlates to sales, Lardner said. Marketers feel less pressure to spend their fourth quarter ad budgets this yearSome advertisers are pulling back even before the holiday shopping season kicks off. Traditionally, marketers deploy most of their ad dollars during the fourth quarter — and not just because it's the holiday gifting season.

Snap's disastrous earnings is an indicator to some industry insiders that the digital ad market is collapsing. Snap's dismal showing in its recent earnings due to lost ad spend signified an ad market further collapsing in the face of a likely recession. And now, the ad industry is scrambling to figure out what to do in a worst-case economic scenario. "I think the digital ad market collapsed in September," one adtech exec told Insider, noting a precipitous drop that month in particular. One ad industry recruiter who is coming off of one of their busiest years in 2021 for running talent searches for ad agencies amid the Great Resignation said new opportunities have all but dried up, as many ad agencies have instituted a hiring freeze.

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