“The issue seems to be that X’s ads are not especially premium in nature. The platform is swamped with scammy ads. Its geotargeting seems inaccurate and the ad platforms are made to self-serve; it seems to be designed by people with no understanding of how ads should be placed and made,” he continued. “The audience on the platform is invaluable but the advertising mechanisms on offer seem at best crude. They need to think about ads more like print ads, and less like promoted tweets.”
The move to attack advertisers, especially Disney chief executive Bob Iger, is also reported to have led to followers of Musk canceling subscriptions to the streaming platform Disney+.
Lou Paskalis, founder and CEO of marketing consultancy AJL Advisory and former head of global media at Bank of America, told Adweek that Musk’s comments would lead to advertisers “quietly” leaving X to avoid being called out in future. Marketers’ concern is that Musk “will use his bully pulpit if or when they decide to move away from the platform,” Paskalis added.
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