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Twitter 40% down as advertisers leave; 2023 Core Web Vitals advice from Google; Microsoft advertising updates; Best ads of the week and more…

Welcome to this week’s Digital Discovery.

Here we cover everything you need to know in the world of digital marketing over the last week.

This week we cover:

  • Top advertisers pause Twitter spend causing 40% drop in daily revenue
  • Twitter cuts off third-party apps
  • Microsoft product updates this month
  • Google release Core Web Vitals recommendations for 2023
  • Google’s link spam and helpful content updates finish rolling out
  • Microsoft to cut 10,000 jobs as spending slows
  • Tech bosses face jail if children not kept safe online after UK parliament deal

Plus we look at some of the best ads discovered this week and look ahead at key content dates coming up next week.

Don’t forget to subscribe to this newsletter and follow me on LinkedIn.

Ok, let’s dive into this week’s update…

Top advertisers pause Twitter spend causing 40% drop in daily revenue

On Tuesday, a staff meeting at Twitter revealed that more than 500 top advertisers have paused spending on advertising since the appointment of Elon Musk.

The drop in spending has resulted in Twitter’s daily revenue dropping by 40% compared to this time last year.

Why have the major advertisers pulled out?

Back in November, Omnicom, representing brands like McDonald’s, Apple, and PepsiCo, recommended that their clients temporarily stop all advertising on Twitter as they wait to see what Musk will do next. GroupM, the world’s largest media buying agency, also told clients that Twitter is now a “high risk” media buy following a barrage of controversies, U-turns and confusion.

The news doesn’t look good for Twitter. Less revenue likely means more cuts which will inevitably impact the overall quality and user experience of the platform.

Twitter cuts off third-party apps

Twitter has cut off access to its API meaning third-party apps like Twitterrific and Tweetbot are rendered redundant.

In what seems to be an intentional move by Twitter, cutting off its API now limits developers’ ability to offer alternative ways to access the platform.

This change could impact those who depend on third-party apps for their daily Twitter content.

Speculation on one blog raised the prospect that Twitter might have turned off access to the apps deliberately because they don’t help drive ad revenue. This theory makes sense given ad revenue is a clear focus for the company amidst recent declines in spend.

Microsoft product updates this month

Microsoft have announced three new advertising product updates this month. Here’s what advertisers need to know:

1.     Microsoft Store Ads announced – For app and gaming marketers, advertising on PC apps is now here. You can promote your desktop app to customers on Windows 10 and Windows 11 devices with Microsoft Store Ads. Here’s an example of what the ads will look like:

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Microsoft Store Ads

2.     In-market Audiences expanded – international advertisers will be pleased to know that Microsoft have expanded their audience targeting capabilities to new markets in the Middle east and Africa. For a full list of available lists in each market, check out this link: All available In-market Audiences as of January 2023

3.     Reminder for Expanded Text Ads Starting on February 1, 2023, Responsive Search Ads (RSAs) will be the only search ad type that can be created or edited in standard search campaigns. Expanded Text Ads will continue serving along with RSAs, but advertisers will no longer be able to create new, or edit existing, ads moving forward.

Google release Core Web Vitals recommendations for 2023

Core Web Vitals are a set of specific factors that Google considers important in a webpage’s overall user experience. They are confirmed ranking factors which search engine optimisation (SEO) professionals and digital marketers should be well aware of.

The Chrome DevRel team have put together a handy list of recommendations for the most effective and best places to start when improving site performance.

Bookmark the blog for future reference and full information. In the meantime, here’s the list:

  • Ensure the LCP resource is discoverable from the HTML source
  • Ensure the LCP resource is prioritised
  • Use a CDN to optimize document and resource TTFB
  • Set explicit sizes on any content loaded from the page
  • Ensure pages are eligible for bfcache
  • Avoid animations/transitions that use layout-inducing CSS properties
  • Avoid or break up long tasks
  • Avoid unnecessary JavaScript
  • Avoid large rendering updates

By focusing on these recommendations, you should hopefully move the needle for your website’s Core Web Vitals.

Google’s link spam and helpful content updates finish rolling out

On 12 January Google confirmed that both the December 2022 helpful content update, and December 2022 link spam update finished rolling out.

Sites that have lost ranking and visibility over the last few weeks may have been hit by either update. If so, you should ensure your site follows Google’s webmaster guidelines.

For links, ensure you work on improving your site to naturally attract new links over time.

For content, Google has provided a list of questions you can ask yourself about your content.

Ads of the week

McDonald’s unveils first ad to not feature its restaurants or food

Halifax – It’s a 7:13pm thing

The brand’s ‘7:13’ ad premiered live on TVs across the country on 16 January at the same time as its namesake.

 iPhone 14 – Actiion mode

Microsoft to cut 10,000 jobs as spending slows

Microsoft will cut 10,000 jobs in the latest round of staff redundancies to hit the tech industry. Microsoft chief executive Satya Nadella said that while customer spending had grown during Covid, more people were now choosing to “exercise caution”.

Read more

Tech bosses face jail if children not kept safe online after UK parliament deal

Tech executives whose platforms persistently fail to protect children from online harm will face criminal charges.

Under the proposed changes, senior managers at tech firms will be criminally liable for repeated breaches of their duty of care to children and could face up to two years in jail.

Read more

KEY CONTENT DATES THIS MONTH

Month Long

  1. Dry January
  2. Veganuary
  3. Ginuary

January

  • 01 January 2023: New Year’s Day
  • 02 January 2023: Bank Holiday (UK), Science Fiction Day
  • 04 January 2023: World Braille Day
  • 05 January 2023: National Bird Day
  • 06 January 2023: National Technology Day
  • 08 January 2023: Bubble Bath Day
  • 09 January 2023: Clean Your Desk Day
  • 10 January 2023: Houseplant Appreciation Day
  • 14 January 2023: Dress Up Your Pet Day
  • 15 January 2023: National Hat Day (US), World Religion Day
  • 16 January 2023: Blue Monday, Australian Open (16th to 29th) Begins
  • 19 January 2023: Popcorn Day, Get to Know Your Customers Day
  • 21 January 2023: Hugging Day
  • 22 January 2023: Chinese New Year (Year of the Rabbit)
  • 24 January 2023: National Compliment Day, International Day of Education
  • 25 January 2023: Opposite Day, Burns Night
  • 26 January 2023: Australia Day
  • 27 January 2023: Holocaust Memorial Day, Chocolate Cake Day
  • 28 January 2023: Data Privacy Day
  • 29 January 2023: Puzzle Day
  • 30 January 2023: National Croissant Day
  • 31 January 2023: National Backward Day

Thanks for reading!

I hope you enjoyed this week’s newsletter and found it useful.

Please follow me and subscribe to my Digital Discovery newsletter. I’ll be posting each week about the digital marketing stories that matter.

See you next week.

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