Twitter took advantage of an annual gathering with New York ad executives to shore up confidence, a necessity for any sort of transformation to succeed.
nlike Twitter’s likely new owner and its many cofounders, Parag Agrawal, the new CEO, tweets only occasionally. But he did so last week, seeking to reassure a key group of Twitter stakeholders—advertisers, who contribute the lifeblood of company revenue—that the party was still on.
Twitter hosted it at Pier 17 in lower Manhattan Wednesday, a glassy space overlooking the East River and the Brooklyn skyline . These moments are always a time for the host companies to dazzle advertisers, the better to pry away their marketing-budget dollars. The Twitter event, the planning for which began several months ago, included a half-dozen, museum-like stations showcasing Twitter’s role in global culture. There was a mock Olympics podium—Twitter had a lucrative deal with NBC to broadcast behind-the-scenes content from the Tokyo Summer Games and the Beijing Winter Games—and a hexagon-shaped, touchscreen-filled room showcasing Twitter’s relationship with video games, an industry with ever more advertising money to spend.
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