Here is everything you need to know about Linda Yaccarino, the rumoured top candidate for the position of Twitter's next CEO.ġ.
#TWITTER CEO SOFTWARE#
She will be starting in ~6 weeks! My role will transition to being exec chair & CTO, overseeing product, software & sysops", Musk had announced hours ago. They reflect the perspective and opinions of the authors.“Excited to announce that I’ve hired a new CEO for X/Twitter. Guest commentaries like this one are written by authors outside the Barron’s and MarketWatch newsroom. She’s already started to restore advertiser confidence, and all things considered, that’s a sign of success. GroupM, one of the world’s largest ad agencies, has removed Twitter’s “high risk” classification, according to the Financial Times, which will encourage advertisers to restart spending.īut Yaccarino doesn’t need ad revenues to come pouring in to begin turning things around. Many advertisers are already cautiously optimistic about Twitter with Yaccarino at the helm. For context, Meta will make up 20.1% in 2023.
Since 2010, Twitter has never accounted for more than 1.2% of worldwide digital ad spending, per Insider Intelligence estimates. While that’s a big burden to bear for a CEO, it’s only a tiny sliver of the total digital ad market. To put Twitter back on its pre-Musk growth trajectory for 2023, Yaccarino will need to restore roughly $1.76 billion in ad spending. Even before the takeover, Twitter wasn’t an essential part of advertising strategies It was easy for advertisers to pull the plug on Twitter when Musk took over. Keep in mind that Twitter’s content moderation and ad performance issues predate Musk, yet advertisers continued to spend despite the risk because they trusted that Twitter was on their side.Īnd Twitter was never a powerhouse ad platform
#TWITTER CEO TV#
At NBC Universal, where Yaccarino was chair of global advertising and partnerships until May 12, she convinced advertisers to continue spending on linear TV as consumer behavior shifted toward streaming, while simultaneously building Peacock’s streaming ad business.Īt the very least, Yaccarino will be the adult in the room, and that’s exactly what Twitter needs right now.
#TWITTER CEO HOW TO#
She understands advertiser priorities and concerns, and knows how to communicate with them effectively. Yaccarino is an experienced ad executive with strong ties to the ad community. Advertisers were frequently left scrambling after Musk took the company private, and there were few trusted people left who could soothe their concerns and convince them to stay. The problem with Musk isn’t just his ad hoc and irresponsible changes to the platform, it’s also his chaotic and confusing communication style. In the days since Yaccarino’s appointment, he has posted several controversial tweets and told CNBC that he doesn’t care if that loses him money. It’s certain they will clash to some degree.įor one, Musk has already made clear that he’s not backing down from his vision for “free speech” on the platform. That won’t be easy: Musk is stepping aside, but not away, and it’s unlikely that he will give her complete autonomy to lead Twitter’s business. When she officially starts at Twitter, Yaccarino will have to find a way to balance what’s best for the company’s ad business with Musk’s vision and erratic behavior. Handling Musk will be Yaccarino’s biggest challenge As of January 2023, about 60% of Twitter’s top 1,000 advertisers were not spending, per Pathmatics by Sensor Tower.
The increase in misinformation and hateful content, combined with the poor performance of Twitter ads in a tough economy, were among advertisers’ reasons for leaving. That’s an unprecedented decline for any social media company. In March 2023, Insider Intelligence predicted that Twitter’s ad revenues would decline by 27.9% this year, erasing approximately four years of growth. His October 2022 takeover of the company sparked an advertiser exodus, deteriorated Twitter’s standing as a central hub for news, and diluted the size and quality of its user base. It’s hard to imagine that anyone could do more damage to Twitter’s business than Elon Musk.
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