Lesser-known advertisers seeking clicks and other direct responses are becoming more prominent on Twitter Inc. as the social-media company shifts its sales strategy and some household-name brands continue to stay away.
Twitter throughout most of its history appealed to big marketers that bought ads to raise awareness. Some 85% of its annual ad revenue came from brand advertising budgets and the rest from so-called performance advertising, the company said in 2021. Previous management said its long-term goal was to even out that ratio, and built technology to try to make that happen.
Those efforts now may be paying off to some degree, inadvertently aided by the turmoil that followed
Elon Musk’s
acquisition of Twitter last October.
“We’re an aggressive spender on digital marketing, and we have started spending a lot of money on Twitter…
