Twitter is offering to match advertisers’ ad spending up to USD$250,000 (around AU$358,000) in a bid to win back advertisers that abandoned the social media site following Elon Musk’s takeover last year.
According to emails seen by The Wall Street Journal, the company is willing to match ad spending up to US$250,000 provided that the full $500,000 ran by 28 February.
Twitter did not respond to WSJ‘s request for comment.
Ad buyers said that the incentive could be used to promote tweets during Super Bowl week. It had previously been reported that the day of the Super Bowl is Twitter’s biggest revenue day of the year.
In order to be eligible for the matched ad spend incentive, advertisers must use certain Twitter products such as its new keyword-avoidance tool. The new tool lets advertisers create a list of up to 1,000 keywords in order to avoid having their ads appear above or below tweets containing that word — likely because of the rampant rise of hate speech following Musk’s takeover.
Advertising had previously been central to Twitter’s business, accounting for almost 90 per cent of the company’s revenue. Musk had tried to shift the company to a subscription-based model with his rethink of the Twitter Blue verification system.
