Apple returns as a customer to Twitter. This makes it the first major advertiser to return. Amazon would also like to advertise on Twitter again soon.
Musk claimed on November 28 that Apple had completely stopped advertising on Twitter. The brand thus followed the direction of big names in the advertising industry who left the platform. However, there appears to have been a change in that course. Chief Twitt announced via a Saturday night Spaces-livestream indicates that Apple is advertising on Twitter again. It would be a full return of Apple in the advertising program. Elon Musk did not share any details that support this claim.
Ties with Apple tightened
It is clear that Musk has recently strengthened ties with Apple. On November 30, Twitter’s owner visited the Apple campus in Cupertino to speak with Tim Cook. According to the Twitter CEO, Cook said, among other things, that Apple “never intended to remove Twitter from the App Store.” Earlier in the week, the CEO accused Apple of wanting to deprive people of free speech, something that ultimately turns out to be incorrect.
At the same time, it will certainly not be just Musk’s conversation that led to the return. Apple’s departure from Twitter was, according to The New York Times, “temporary in nature” after a shooting in the American city of Colorado Springs on November 19. Advertisers put an ad stop at such times so as not to be drawn into the events.
Meanwhile, Twitter seems to be booking more advertising successes. Amazon is also returning to the advertising platform, according to Platformer, and is looking to spend about $100 million a year. The web store giant does, however, have some additional requirements for the security of the advertising platform before the deal goes through.
Much lower ad revenue
Musk may be successful in bringing back advertisers, but that does not immediately solve the holes in the budget. For example, Twitter’s actual “advertising revenue” during the first week of the World Cup in Qatar was just 20 percent of projected revenue. At the same time, the question is whether this is entirely due to the situation at Twitter, or whether companies are above all more careful with advertising during this world championship.
