Returning member?
Sign in
Home »
TikTok ad traffic has jumped by 51.5 per cent year-on-year last month, while ad clicks on Twitter, Facebook, and Instagram dropped by around 11 per cent.
The news comes as Twitter has recently rolled out its Blue subscription plan but, according to Similarweb, the signup page has attracted “well under one million” visits. It seems that despite the hype, Twitter users are not convinced on the much-lauded “Edit” button available to Blue subscribers.
The decline in ad clicks will also be a worry for prospective new owner Elon Musk and marketers. Overall traffic was up 4.5 per cent last month to 6.8 billion users. However, the decline in ad clicks might lead some to think that users no longer trust the ads they are served on the platform – or that they simply gloss over them.
Musk believes that taking Twitter off the stock market and moving it to a subscription model will boost engagement and make the app better for users.
“Whether the deal will really, truly close remains in question,” said David F Carr, senior insights manager at Similarweb.
“But if Musk really does wind up owning Twitter and taking it private, he will be buying a company damaged by turmoil he helped cause and that in any case suffers from many intractable problems, including its reputation as a hotbed of bots and misinformation. By focusing so much on the bot problem, he may have further undermined confidence in Twitter as an advertising channel, which was already under pressure due to economic and demographic forces, such as the affinity of young people for TikTok.
“One of the remedies Musk has proposed for Twitter’s business challenges is to shift to a subscription model, rather than an advertising model. This change could even help weed out some of the bots by positively identifying humans with a credit card in hand.”
Kate Christie (lead image) is a time management expert and best selling author. Her most recent book is targeted at 50’ish women wanting to live an audacious life by design – The Life List: Master Every Moment and Live an Audacious Life. In this guest post, Christie says brands who continue to ignore 50-plus women […]
by B&T Magazine
The global Emerging Women Writers competition launched last September to encourage aspiring women football writers has today named the 17 winners from 11 countries. The 17 selected entries in the initiative will appear in an anthology entitled Hear Us Roar – an anthology of emerging women football writers, to be published ahead of the 2023 Women’s World Cup […]
TikTok – totally harmless social media or evil tool of vile despot government? You decide. Someone please decide!
Not to underestimate the importance of their work, but they’re a very busy bunch of late these climate activists.
From today, Victorian Anthony Stefanos joins Shannon ‘Pinky’ Neven on Central Queensland’s Triple M Breakfast. While not Central Queensland born and bred, Pinky had a red-hot CQ brand ready at the studio, officially welcoming him to beef country. Together, they have called out to the region to share the best places to go and people […]
Elon confirms he definitely doesn’t have the Midas touch after confessing to totally f@cking up Twitter.
Watchdog busts Kyle for apparent “offensive” on-air comments. Offensive Australian Idol ratings met with stony silence.
Online publication Scire names John McDuling as editor who vows to bring back the press hat to Australian journalism.
Returning for a second consecutive year, Nova 100 has partnered with Live Nation to put on a special night of comedy – Nova’s One Night Stand to be held on Tuesday 28 March. Nova has a long-term partnership with the Melbourne International Comedy Festival which runs from 29 March to 23 April. Hosted by Nazeem Hussain, Urzila […]
B&T has to confess, we thought the Atari brand died back in 1984. While the Porsche brand is utterly beyond us.
Got no idea what rad, amped or cowabunga means? You’ll possibly be yelling it & more at this rad/amped/cowabunga video.
by B&T Magazine
This Is Flow staff have their bloating, flatulence & intestinal cramping immediately remedied after snaring a2 Milk.
Can’t stand football? Well, if you can get past the football aspect of this it also includes the dreamy Ryan Reynolds.
by B&T Magazine
Australian Survivor run & done for another year, as B&T staff point blankly refuse to pay up for office sweepstakes.
by B&T Magazine
Albo warned over availability of TV sets in Australia. Less concerned about the sweatshops from which they emanate.
Here’s top leadership tips from Vevo’s Steve Sos. It’s a bit like a John C. Maxwell book sans the bored shitless bit.
WPP acquisitions could well be seen as a bit of an adland ‘canary in a coal mine’ (excusing the fossil fuel reference.)
Coffee brand Lavazza partners with this weekend’s Aussie F1. Actual race fans determined to get as pissed as possible.
This native content piece looks at the power of native content. But the irony will be totally lost unless you read it.
by B&T Magazine
B&T’s a huge fan of Schwartz Media’s Saturday Paper. Although we often don’t get around to it until Tuesday.
Despite all the anger and rage here, it is nice to see the networks all getting along for a change.
Conga line and bawdy sea shanties emanating from the AnalogFolk offices today after snaring LARK Distilling’s creative.
Few clubs boast the passion of the Newcastle Knights, particularly when it comes to sacking an underperforming coach.
Buchanan Group Inc. today announced it will now operate under The Brand Power Company. The Brand Power Company drives unparalleled growth for the world’s largest CPG/OTC companies and retailers – including P&G, Amazon.com Inc, Johnson & Johnson, Walmart, L’Oréal, and more. The business operates in over 50 markets worldwide, leveraging the expertise of more than […]
Pip Bingemann (lefT) and Amy Tucker (right), formerly, of UM, Ikon and Bohemia, have founded Trilingual a marketing, advertising, and experimentation studio. The studio offer includes research, marketing strategy, GTM plans, brand strategy, creative strategy, creative development, media planning and buying, training, data analysis, project management, agency management, and short and mid-term cover for parental […]
WPP, supported by its media investment arm GroupM, has joined the Media Freedom Cohort which advocates for free and independent media worldwide. Led by Internews and the governments of Canada and the Netherlands, the Media Federation Cohort is the world’s largest media support non-profit. As part of the cohort, WPP will work alongside organisations including […]
PubMatic has partnered with Silverpush to bring AI-powered ad targeting to brands (lead image: Brandon Lee, director, addressability APAC, PubMatic). The partnership will see Silverpush’s AI-powered contextual data integrated into Connect, PubMatic’s audience solution. Through Connect, advertisers will be able to access PubMatic’s inventory and use Silverpush’s “hyper-targeting” capabilities to reach targeted audiences in the […]
Looking for a silent meditative place void of humans to restore your inner calm? There’s always your local Myer store.
My Room Children’s Cancer Charity is one of the leading organisations that gives families the support they need to face childhood cancer, be it financial, clinical or otherwise. Every little bit counts is their first national campaign to mark their 30th anniversary and to raise funds. The pro bono campaign was brought to life by […]
Emily Pockley joins Trout as General Manager following key new business wins including Middy’s, Peerless, Pellicano and Parkwood D
Google report finds Aussies prone to a bout of splurging. Hence why the RBA keeps putting bloody interest rates up.
Someone has humanised The Simpsons, with Mr Burns coming out part Rupert Murdoch, part the uncle you avoid at Christmas.
by B&T Magazine
Royston Sagigi-Baira was crowned the winner of Australian Idol last night, as fellow finalist Phoebe Stewart suffered an unfortunate fall. Proving that the show was most definitely filmed live, fifteen-year-old Stewart suffered a physical fall as she and Sagigi-Baira walked out on stage to find out who the winner would be. As the doors at the […]
Australians are ready to splash out and spoil Mum with flowers, chocolates, beauty products and fragrances this Mother’s Day, and they’re turning to local retail advertising for gift inspiration, according to the latest survey from Shopper. The Shopper survey offers key insights into consumer sentiment leading up to Mother’s Day 2023. More than 7,500 Australians […]
Australian Idol racks its buzzer for another year. However, expect a Harry Connick Jr. tour announcement anytime soon.
B&T attended the AANA’s RESET conference last Friday. And, as you’ll read here, not merely for the free sandwiches.
© 2023 The Misfits Media Company Pty Limited. All Rights Reserved.
Please wait while we sign you in with LinkedIn.
This may take some time.
Please be patient and do not refresh the page.
(A new window from LinkedIn should open for you to authorize the B&T login. If you don’t see this please check behind this window, and if it is still not there check your browser settings and turn off the pop-up blocker.)