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Twitter gets a new ad sales chief. What’s your advice to Twitter?

ended 23. November 2022

Twitter has a new ad sales chief, Chris Riedy, we have a journalist from a tech publication looking for views from marketing professionals:

  1. What are the biggest priorities for Riedy as he takes over the ad sales team for Twitter?
  2. Do you think advertisers will be reassured to have a new permanent (in theory) and familiar figure in charge?

Tight deadline for this: 13:30 sharp. Keep it short folks, max two paragraphs, if you can keep it shorter you get a parrot badge and a lollipop. Go, go, go.

4 responses from the Newspage community

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Editor
Samuel Mather-Holgate
Independent Financial Adviser at Mather and Murray Financial
Elon Musk paid well over the odds for Twitter, its a declining social media platform that users are running from. Reidy has the dilemma of making the platform more engaging and user friendly at the same time as monetising it through ads that don't feel too intrusive. The ad revenue needs to start soon, or else Musk has hinted it might be time for insolvency/
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Premium
Debbie Porter
Managing Director at Destination Digital Marketing
Without stating the blindingly obvious, priority number one for Riedy will be to make the Twitter ads platform a viable option for businesses in order to bring in more revenue. Twitter is wholly reliant on its ads platform for the majority of its income, however, it's just not all that good. Advertising on Twitter has always been a blunderbuss approach, which works out fine for ubiquitous brands doing top-of-funnel brand reinforcement campaigns, but is useless if you want any form of specific targeting. Given that the outgoing ads sales chief was fired for refusing to sack more people in their team, Riedy is likely much more of a yes man than the previous incumbent. Will this inspire confidence in advertisers? If Riedy can navigate the new politics at Twitter whilst drawing upon 10 years experience in the business for his decision making, it might be the only hope at pushing through a viable strategy that's not at the whim of the Chief Twit.
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Legend
Robert Bolohan
Co-Founder at Lotuly
The biggest priority would be to avoid listening to Elon too much and act as the professional he claims to be (25 years of expertise). Twitter will have to make money somehow and advertising is one of the main ways to do that and recover some of the money they are losing but also part of the reputation they've lost. People are constantly trolling twitter and Elon and that doesn't help. Advertisers will need more than just reassurance, they need someone they can really count on long term otherwise there are no real benefits for businesses to even use twitter as the main advertising platform.
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Michael Oszmann
Director at Health Travel
A starter would be making the ads platform work. I've purchased ads through Google and all of the main social media ad platforms but Twitter was the only one i couldn't get to work. It just kept crashing. So I gave up trying with it.