Must-Do’s for Twitter’s New CEO

3 Things That Should Be on Linda Yaccarino’s Priority List

Report by Jasmine Enberg  | May 18, 2023
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Must-Do’s for Twitter’s New CEO: 3 Things That Should Be on Linda Yaccarino’s Priority List
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Table of Contents
Report Snapshot
Priority No. 1: Yaccarino must win back advertisers.
Priority No. 2: Handle Elon Musk effectively.
Priority No. 3: Make way for platform X.
Sources
Media Gallery
About This Report
Linda Yaccarino is exactly the type of leader Twitter needs to start rebuilding the company’s ad business. But will Yaccarino’s vast experience and strong ties to the advertiser community be enough to convince advertisers to return? And can she avoid clashing with the mercurial Elon Musk?
Topics
Social Media Ad Spending
Social Media Users
Worldwide
United States
Table of Contents
Report Snapshot
Priority No. 1: Yaccarino must win back advertisers.
Priority No. 2: Handle Elon Musk effectively.
Priority No. 3: Make way for platform X.
Sources
Media Gallery

Report Snapshot

As the new CEO of Twitter, Linda Yaccarino will have her hands full from day one. The former chairman of global advertising and partnerships at NBCUniversal must walk a fine line between reviving the ad business and supporting Elon Musk’s vision for the platform.

Key Question: Can Linda Yaccarino turn Twitter’s cratering ad business around?

Twitter Net Ad Revenues Worldwide, 2019-2023 (billions, % change, and % of total digital ad spending)
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KEY STAT: In March, we predicted that Twitter’s worldwide ad revenues would plummet by 27.9% in 2023, largely due to issues caused or exacerbated by Musk.

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Table of Contents

  1. Report Snapshot
  2. Priority No. 1: Yaccarino must win back advertisers.
  1. Priority No. 2: Handle Elon Musk effectively.
  2. Priority No. 3: Make way for platform X.
  1. Sources
  2. Media Gallery

Charts in This Report

Twitter Net Ad Revenues Worldwide, 2019-2023 (billions, % change, and % of total digital ad spending)Do US Adults Think Musk Stepping Down* as CEO Is a Positive or Negative Development for Twitter? (% of responses, May 2023)
US Adults' Familiarity With Select Social Media Subscriptions, March 2023 (% of respondents)

authors

Jasmine Enberg

Contributors

Jennifer Merritt
Vice President, Content
Paul Verna
Principal Analyst