Scout: Twitter’s Downward Spiral, the Uptick in OOH, and More


Welcome to Scout! Each week, our team tracks down the best digital marketing articles, POVs, and reports—so you don’t have to. Here’s what to read from the week of 6/2/23 – 6/8/23 to stay ahead of the curve:

Elon Musk may insist that most of Twitter’s advertisers have returned, but the numbers appear to tell a different story: US ad revenue is down 59% from a year ago. It’s likely this decrease has been driven by factors like the increase in hate speech and problematic content on the platform, which recently led Ben and Jerry’s to stop paid advertising on the platform (a development that speaks to the larger problem at hand).

Twitter isn’t the only social giant losing ad spend: In response to turbulence both related to the economy and within the world of social media, some advertisers have shifted their spend away from platforms like Snap and Meta, leading to an uptick in spend in OOH and DOOH. This piece explores the latest numbers, as well as the reasons behind these trends.

At its Worldwide Developers Conference, Apple unveiled Apple VisionPro, its new AR/VR headset. While its advertising capabilities are yet to be known, one thing is for sure: The $3,499 price tag had conference attendees clutching their pearls, not grabbing their Apple Wallets.

In the wake of other cost-cutting strategies, including some major layoffs, Amazon reportedly plans to join the ad-tier streaming world, à la Netflix, Max, and Disney+. TV advertising is one fast-moving drama these days, no?!

We know, we know, the looming loss of third-party cookies and the implications of our industry’s larger identity crisis is a stressful topic. But you know what makes it less stressful? Taylor Swift. Yup. Here, forget your stress and enjoy a Billboard Hot 100-worthy love story between privacy-friendly advertising and advertising automation (it’s more romantic than it sounds, we promise!).

Test Your Digital Advertising Knowledge!

Show off your marketing chops with our question of the week. This week’s hot topic: CTA conversions.

True or false: It’s best practice to offer multiple choices to audiences when crafting a CTA (i.e., offering different levels of services or methods to sign up).

  1. True
  2. False

Get the answer, plus a deep dive into 15 best practices to increase CTA conversions, right here.

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