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推特广告销售大受打击,但活跃用户猛增

2020-3-24 14:08

 

据路透社报道,由于冠状病毒的爆发抑制了广告销售,推特取消了第一季度的收入预期,并预测将出现运营亏损,但该公司表示,这一流行病增加了该微博平台的活跃用户数量。


“COVID-19的影响始于亚洲,随着其演变为一场全球流行病,过去几周,它对Twitter全球广告收入的影响更加显著,”该公司首席财务官内德·西格尔(Ned Segal)在周一的一份声明中说。


该公司表示,预计第一季度收入同比将略有下降。该公司早些时候估计收入在8.25亿美元到8.85亿美元之间,比去年同期的中点增长了8.6%。


然而,推特补充道,其总每日活跃用户(mDAU)增加了23%,达到1.64亿,这是由于围绕covid19的讨论,以及持续的产品改进。


Twitter首席执行官杰克•多尔西表示:“我们发现使用Twitter的用户有了显著增长。”


冠状病毒的爆发使得像Twitter这样的社交媒体服务对于更广泛的人群来说比以往更加重要,因为人们希望随时了解有关部门的最新消息,并与朋友保持虚拟联系。


但报告指出,由于与病毒相关的不确定性,许多广告客户已削减营销预算以控制成本,还有一些广告客户不愿在与冠状病毒相关的讨论中做广告,因为担心将自己的品牌与敏感话题联系起来。


Twitter是美国第一个公布冠状病毒影响的主要广告支持平台。投资者现在将关注规模更大的互联网同行Facebook和谷歌如何应对。到目前为止,这些科技公司还没有披露此次疫情对其财务的影响。


“这不会像往常一样,营销行业肯定会看到真正的影响。我想没人知道它有多大。Facebook首席运营官雪莉•桑德伯格上周告诉彭博电视台。

 

Twitter withdrew its first-quarter revenue outlook and forecast an operating loss as the coronavirus outbreak crimped ad sales, though it said the pandemic boosted the number of active users on the microblogging platform, Reuters reports.

“The COVID-19 impact began in Asia, and as it unfolded into a global pandemic, it has impacted Twitter’s advertising revenue globally more significantly in the last few weeks,” Chief Financial Officer Ned Segal was quoted as saying in a statement on Monday.

The company said it expects first-quarter revenue to be down slightly on a year-over-year basis. It had earlier estimated revenue to be between US$825 million and US$885 million, an 8.6 percent rise from a year earlier at the midpoint.

Twitter, however, added that its total monetisable daily active users (mDAU) jumped 23 percent to 164 million quarter-to-date, driven by the conversation around COVID-19, as well as ongoing product improvements.

“We’re seeing a meaningful increase in people using Twitter,” CEO Jack Dorsey said.

The coronavirus outbreak has made social media services such as Twitter vital for a broader population than usual, as people look to stay abreast of the latest news from authorities and keep in touch with friends virtually.

But many advertisers have pulled marketing budgets to rein in costs because of the virus-related uncertainty, and others are hesitant to advertise alongside coronavirus discussions for fear of associating their brands with the sensitive topic, the report noted.

Twitter is the first major ad-supported US platform to disclose the impact of the coronavirus. Investors will now look how larger internet peers Facebook and Google are coping. The tech firms have not disclosed any financial impact from the outbreak so far.

“This is not going to be business as usual, and the marketing industry is certainly going to see a real impact. I don’t think anyone knows how big. So we’re going to watch and look,” Facebook COO Sheryl Sandberg told Bloomberg TV last week.

 

来自: ejinsight