NEW DELHI | MUMBAI: Brands are sitting on the fence watching how the Twitter-government face-off plays out, but some may pull back ads from the platform in the coming days fearing backlash amid sustained pressure on it to take down provocative posts and accounts, brand experts and advertisers said.

Fact checkers said Twitter<\/a> has scored a “self-goal” of sorts in the stand-off with the government, which has accused the platform of helping spread fake news and objectionable content.

\"Brands will have to be very careful now and they will hedge their bets. Companies move away from
advertising<\/a> on the platforms which are under threat,” said brand strategy expert Harish Bijoor. “For every Twitter, there is a Koo waiting in the wings. For the new apps, it is a big opportunity, though they will take some time and traction for the ability to perform with an equal degree of seamlessness as Twitter.\"

Shantanu Sirohi, chief operating officer of Interactive Avenues, an IPG Mediabrands company, said because of the sensitive and political nature of the controversy, brands are going to pull back and watch from the sidelines in the short term to midterm. “However, I don't think agencies will find it difficult to reallocate the budgets,” he added.

Twitter this week topped analyst estimates by reporting a 28% jump in global revenue at $1.29 billion for the fourth quarter ended December, capitalising on strong digital advertising in the US. In India, however, it is yet to make a dent in the ad space.

As per industry estimates, Twitter’s share is estimated to be less than 5% in India’s digital advertising market, which is pegged at over Rs 18,000 crore. Google and Facebook corner around 75% of the spends.

Anand Bhadkamkar, CEO at
Dentsu<\/a> India said while Twitter's advertising share in India is still quite small, it is an “integral” part of most digital campaigns. \"But I don't see the current controversy having any major impact on the platform,\" he said.

Hashtags such as “Ban Twitter”, “Twitter Hypocrisy”, “
Koo App<\/a>”, “Ban Twitter India” and “BJP Govt Dictating Twitter” had been trending on the platform since Wednesday and had amassed lakhs of posts.

Twitter declined to comment.

\"Twitter has scored a self-goal. You have to realise that any global company has to abide by the laws of the country. The problem is that Twitter continued to ignore the problem of misinformation and fake news for so long. They were casual about it. You need specialised domain experts for sifting out sensitive content that may impinge national security which any government will not take lightly,\" said Saurabh Shukla, founder of Newsmobile.in, a fact checker working with Facebook.

Zafar Rais, chief executive of social media marketing and advertising firm
Mindshift<\/a> Interactive, said while marketing spends for Twitter have been allocated for the quarter, his company has held discussions with brands on the developments and they are in a “wait and watch” mode.

Amit Tripathi, managing director at IdeateLabs, an independent digital-first agency, said Twitter is best used for news dissemination and thought leadership and is not to be seen as a mainstream advertising platform for mass reach.

“Unlike Facebook and Google, it gets a fraction of the advertising budgets. But whether the ongoing controversy will have any impact on ad spends on Twitter, I would say no. Three of my clients are running campaigns on Twitter right now and there is no word from anyone to reduce or pull advertising,” he added.

Despite it having far fewer users than the US and Japan, India is a critical market for Twitter to stay invested in. While its revenue rose in the fourth quarter, the social network added fewer new users than projected and said audience gains in 2021 will slow down compared with last year’s pandemic-fuelled surge.
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品牌可能撤出广告在Twitter上,公司与政府的对峙

Twitter本周超过分析师预期报告全球收入增长28%在截至12月的第四季度12.9亿美元,利用强大的数字广告在美国。在印度,但是,它还没有削弱广告空间。

Anumeha查图尔维迪 Gaurav Laghate
  • 更新于2021年2月12日08:14点坚持

新德里|孟买:品牌是观望看Twitter-government对峙如何收场,但有些人可能撤回广告平台在未来几天担心反弹在持续压力对它采取挑衅性的文章和账户,品牌专家和广告商说。

事实调查者说推特取得一种“self-goal”与政府的对峙已指控平台帮助传播假新闻和令人反感的内容。乐动扑克

”品牌将不得不非常小心,他们会对冲自己的赌注。公司离开广告平台上受到威胁,”品牌战略专家哈里希Bijoor说。“为每一个Twitter,古永锵伺机而动。为新的应用程序,这是一个巨大的机会,但他们需要一些时间和牵引能力与Twitter同等程度的无缝性。”

广告
首席运营官Shantanu Sirohi互动渠道,一个IPG集团公司,说因为敏感和政治性质的争议,品牌要拉回来,站在一旁观看在短期到中期。“不过,我不认为机构将很难重新分配预算,”他补充道。

Twitter本周超过分析师预期报告全球收入增长28%在截至12月的第四季度12.9亿美元,利用强大的数字广告在美国。在印度,但是,它还没有削弱广告空间。

按行业估计,Twitter的份额估计不到5%在印度的数字广告市场,这是超过18000卢比挂钩。谷歌和Facebook角落里大约75%的支出。

阿南德•Bhadkamkar CEO日本电通在印度印度表示,尽管Twitter的广告份额仍然很小,这是一个“积分”大多数数字运动的一部分。“但我不认为目前的争议有重大影响的平台,”他说。

Twitter标签,比如“禁令”,“Twitter虚伪”、“古永锵应用印度禁止”、“推特”和“印度人民党政府规定Twitter”已经在平台趋势从周三开始,积累了卢比的帖子。

广告
Twitter拒绝置评。

“Twitter取得self-goal。你必须意识到任何全球公司遵守这个国家的法律。问题是,Twitter继续忽视错误信息和虚假新闻的问题。乐动扑克他们随意。你需要专业领域专家筛选敏感内容,可能影响国家安全,任何政府不会掉以轻心,”Newsmobile创始人Saurabh Shukla说。乐动扑克、检查与Facebook合作。

征服者莱斯,社会化媒体营销和广告公司的首席执行官Mindshift互动,说,虽然市场花Twitter已经分配给季,他的公司已与品牌的发展进行了讨论并在“等等看”模式。

Amit Tripathi IdeateLabs董事总经理,一个独立的数字领先机构表示,Twitter是最好的用于新闻传播和思想领导地位,而不是被视为质量达到主流广告平台。乐动扑克

“与Facebook和谷歌广告预算的一小部分。但持续的争议是否会有任何影响广告花费在推特上,我会说不。三我的客户现在在Twitter上运行活动,没有从任何减少或拉广告,”他补充道。

尽管它拥有更少的用户比美国和日本,印度是一个Twitter保持投资的关键市场。而其第四季度营收增长,《社交网络》添加新用户比预计的少,说观众收益在2021年将减缓与去年相比pandemic-fuelled激增。

  • 发布于2021年2月12日08:13点坚持
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NEW DELHI | MUMBAI: Brands are sitting on the fence watching how the Twitter-government face-off plays out, but some may pull back ads from the platform in the coming days fearing backlash amid sustained pressure on it to take down provocative posts and accounts, brand experts and advertisers said.

Fact checkers said Twitter<\/a> has scored a “self-goal” of sorts in the stand-off with the government, which has accused the platform of helping spread fake news and objectionable content.

\"Brands will have to be very careful now and they will hedge their bets. Companies move away from
advertising<\/a> on the platforms which are under threat,” said brand strategy expert Harish Bijoor. “For every Twitter, there is a Koo waiting in the wings. For the new apps, it is a big opportunity, though they will take some time and traction for the ability to perform with an equal degree of seamlessness as Twitter.\"

Shantanu Sirohi, chief operating officer of Interactive Avenues, an IPG Mediabrands company, said because of the sensitive and political nature of the controversy, brands are going to pull back and watch from the sidelines in the short term to midterm. “However, I don't think agencies will find it difficult to reallocate the budgets,” he added.

Twitter this week topped analyst estimates by reporting a 28% jump in global revenue at $1.29 billion for the fourth quarter ended December, capitalising on strong digital advertising in the US. In India, however, it is yet to make a dent in the ad space.

As per industry estimates, Twitter’s share is estimated to be less than 5% in India’s digital advertising market, which is pegged at over Rs 18,000 crore. Google and Facebook corner around 75% of the spends.

Anand Bhadkamkar, CEO at
Dentsu<\/a> India said while Twitter's advertising share in India is still quite small, it is an “integral” part of most digital campaigns. \"But I don't see the current controversy having any major impact on the platform,\" he said.

Hashtags such as “Ban Twitter”, “Twitter Hypocrisy”, “
Koo App<\/a>”, “Ban Twitter India” and “BJP Govt Dictating Twitter” had been trending on the platform since Wednesday and had amassed lakhs of posts.

Twitter declined to comment.

\"Twitter has scored a self-goal. You have to realise that any global company has to abide by the laws of the country. The problem is that Twitter continued to ignore the problem of misinformation and fake news for so long. They were casual about it. You need specialised domain experts for sifting out sensitive content that may impinge national security which any government will not take lightly,\" said Saurabh Shukla, founder of Newsmobile.in, a fact checker working with Facebook.

Zafar Rais, chief executive of social media marketing and advertising firm
Mindshift<\/a> Interactive, said while marketing spends for Twitter have been allocated for the quarter, his company has held discussions with brands on the developments and they are in a “wait and watch” mode.

Amit Tripathi, managing director at IdeateLabs, an independent digital-first agency, said Twitter is best used for news dissemination and thought leadership and is not to be seen as a mainstream advertising platform for mass reach.

“Unlike Facebook and Google, it gets a fraction of the advertising budgets. But whether the ongoing controversy will have any impact on ad spends on Twitter, I would say no. Three of my clients are running campaigns on Twitter right now and there is no word from anyone to reduce or pull advertising,” he added.

Despite it having far fewer users than the US and Japan, India is a critical market for Twitter to stay invested in. While its revenue rose in the fourth quarter, the social network added fewer new users than projected and said audience gains in 2021 will slow down compared with last year’s pandemic-fuelled surge.
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