GroupM joins Omnicom, IPG and Havas against advertising on Twitter: Best Media Info


GroupM, the world’s largest media agency, has joined the bandwagon of global media agencies suggesting clients stop advertising on Twitter.

As reported by Digiday, GroupM is telling customers the microblogging site is now a “high risk” media buy following a deluge of controversy, twists and confusion that capped off Elon’s second week. Musk as the owner of the social network. .”

There’s been a growing sense of skepticism among agencies and brands about the future of the platform since Elon Musk’s $44 billion takeover.

According to various reports, Omnicom, IPG and Havas had already advised their clients to suspend advertising on Twitter until there was proper clarity on the way forward for the platform.

The advice was shared in a document, which was seen by Digiday. It said, “Based on yesterday’s news [Nov. 10] of additional senior executive resignations in key positions, high-profile examples of blue check abuse on corporate accounts, and Twitter’s potential failure to comply with their federal consent decree, the assessment of GroupM’s Twitter risk is raised to a high risk rating for all tactics. ”

Twitter’s premium service, which granted blue verification tags to anyone willing to pay $8 a month, has been suspended after the social media platform was inundated with a wave of impostor accounts.

Prior to this, the blue check was granted to government entities, businesses, celebrities, and journalists verified by the platform precisely to prevent identity theft.

For advertisers who feared doing business with Twitter, the fake accounts were the final straw: Musk’s rocky run to the top of the platform, laying off half of its workforce and triggering high-profile departures, has raised questions about its survivability.

General Motors, the competitor to Musk’s electric car company Tesla, had also put a pause on Twitter ads.

“After Musk’s acquisition, racist and other hateful tweets had begun to flow into the social network, at higher levels than usual,” according to a Network Contagion Research Institute study cited by global news reports.

Musk had attempted to assuage advertisers’ concerns by posting an open letter on Twitter, titled “Dear Twitter Advertisers,” and acknowledged that Twitter “obviously cannot become a gratuitous hellish landscape, where anything can be said without consequences.” ”

Musk also accused civil rights groups of pressuring Twitter advertisers to boycott the service.

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