There is a relationship between AU (Adelaide’s attention score) and CPM: Higher attention typically means higher CPMs.
On average, X impressions deliver more attention than its competitors. If X were to perform at the category CPAU (Cost Per Attention Unit) average, CPM would increase over 5.7x from $1.20 to $6.92.
I call this 83% delta the “Brand Safety Discount,” or as Elon put it, the “Go f*** yourself” discount.
Yes. I’m making crazy assumptions…like that they can fix brand safety…and ownership…and their ad products…but stay with me…
By increasing the number of brands on the platform, Twitter will also improve their “performance” media offering to be in-line with the category. (More Brands= More Tags = Better Targeting)
Twitter also has several other untapped advantages…
- Linda Yaccarino’s prowess as a media sales executive
- Twitter’s value as a media darling and cultural accelerator
- Twitter’s heritage and willingness to try new things
And Yes….I called it Twitter…because I think all of us are rooting for it to come back. Advertisers need another platform in the mix.
Yes, I’m rooting for Elon to sell X.
…and yes, as a fellow Sea Cliff-ian, and media buyer/seller, I’m also rooting for Linda Yaccarino to find the right buyer(s).
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