Gen-Z, Millennial Media Opps: Twitter taps marketing leader amid spend decreases (Score 63)

 Twitter announced Beverly Jackson will take over as global brand and consumer marketing VP, effective January 2021. Jackson has held several high-level marketing roles over her career, most recently serving as franchise communication and social VP of Activision Blizzard. She will report to CMO Leslie Berland and will be responsible for the global consumer marketing, consumer product, brand, social marketing teams. This could effect both the marketing strategy and agency relationships. 

According to Pathmatics, Twitter earned 17.6m impressions through Facebook ads (47%), desktop display ads (44%) and mobile display ads (9%). It placed the majority (91%) of these ads site direct onto sites such as facebook.com, adage.com, twitch.tv, creativity-online.com and adweek.com. It placed the remainder of these ads indirectly through Simpli.fi onto sites such as forbes.com, finance.yahoo.com, businessinsider.com, yahoo.com and foxbusiness.com. It spent around $155.1k on digital display ads in 2020, just .9% of the $1.8m spent in this channel in 2019. It has been decreasing spend in this channel for several years, as it spent $3.5m in 2018. 

Per iSpot, Twitter spent around $1.4k on national TV ads in 2020 during "Grand Prix" and "The Getaway Movie." Full-year spend equaled $1.5k in 2019, just .03% of the $4.6m spent in 2018. 

Sellers-- Twitter mainly targets Gen-Z and millennials through digital display ads. It traditionally allocated a large portion of its ad budget towards national TV ads, but it has all but abandoned the channel, which makes sense as TV ads are less effective at reaching its target audience than digital channels. It also invests in OOH ads, per Kantar. Sellers should reach out offering mainly digital and OOH ad space. 

Agency & martech readers-- Twitter picked up AOR Golin about a year ago to help out with multiple duties such as print, digital, social and influencer marketing. We believe it also works with The Buntin Group on media buying and planning. You can try reaching out to see if any of its business is available.