Advertisers plan to withdraw from X in record numbers
CNN
A record number of firms plan to cut advertising spend on X next year because of concerns that extreme content on the platform could damage their brands, dealing another blow to the financial fortunes of Elon Musk’s social media company.
A record number of firms plan to cut advertising spending on X next year because of concerns that extreme content on the platform could damage their brands, dealing another blow to the financial fortunes of Elon Musk’s social media company. A global survey by market research firm Kantar found that a net 26% of marketers plan to decrease their spending on X in 2025, the biggest recorded pullback from any major global ad platform. Only 4% of marketers overall think X ads provide “brand safety” — certainty that their ads won’t appear alongside extreme content — compared with 39% for Google ads, Kantar said in a report Thursday. “Advertisers have been moving their marketing spend away from X for several years,” Gonca Bubani, Kantar’s global thought leadership director for media, said in a statement, adding that “a turnaround currently seems unlikely.” “X has changed so much in recent years and can be unpredictable from one day to the next — it’s difficult to feel confident about your brand safety in that environment.” Consumers, on the other hand, feel more positive about ads on X because there are fewer than there used to be, according to Kantar. The findings suggest that Musk’s charm offensive at the world’s largest annual advertising festival, Cannes Lions, in June hasn’t succeeded. During an interview with Mark Read, the CEO of the marketing giant WPP, the billionaire struck a conciliatory tone after telling advertisers last year to “go f**k yourself.”
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