"Linda has demonstrated her trust, her innovative nature of bringing new partners to the table and a deep bench of relationships." "Twitter needs credibility with the advertising community," said Greg Kahn, chief executive of GK Digital Ventures media consultancy. She said NBCUniversal incorporated ads in its Peacock streaming service from the outset. Yaccarino joined NBCU in 2011, after 15 years at Turner Entertainment, and has been credited with taking the network's ad sales operation into the digital era.Īs broadcast television audiences migrated to streaming, she took to the stage at Radio City Music Hall last year to tell advertisers their brand messages were not an afterthought. Yaccarino's exit comes at a difficult time for NBCUniversal, which is preparing for its annual presentation to advertisers on Monday at Radio City Music Hall. Marshall was named president of ad sales and partnerships in 2018, overseeing NBC's broadcast entertainment, sports and advanced advertising sales. Advertising President Mark Marshall will step in as interim chairman of NBCUniversal's advertising and partnerships group. Last month, NBC parent Comcast said NBCUniversal CEO Jeff Shell was leaving after acknowledging an inappropriate relationship with a woman in the company, following a complaint that prompted an investigation. Her exit is another big hit to NBCUniversal. Yaccarino could not be reached for comment. Independent researcher Travis Brown, who has been tracking the number of Twitter Blue subscribers over time, estimated there were 619,858 customers as of April 30. In order to diversify away from ads, the billionaire has focused on Twitter Blue, a subscription feature that costs users $8 per month to verify their accounts, but the product has had limited success. Musk has axed thousands of Twitter employees, rushed the launch of a subscription product that allowed scammers to impersonate major brands and suspended users with whom he disagreed, all of which have spooked brands from spending on the platform. While Musk said Yaccarino would help build an "everything app," which he has previously said could offer a variety of services such as peer-to-peer payments, his selection of an advertising veteran signaled that digital ads would continue to be a core focus of the business. And there's no greater challenge than restoring order at Twitter," he said. "I think (Yaccarino) has climbed every mountain she could at NBCU and did it impeccably well. Twitter's "trajectory will immediately take a 180-degree turn" under her leadership, said Lou Paskalis, a longtime ad industry executive and CEO of AJL Advisory, a marketing consultancy. Musk earlier this year acknowledged that Twitter suffered a massive decline in ad revenue. will focus primarily on business operations, while I focus on product design & new technology." Since Musk acquired Twitter in October, advertisers have fled the social media platform, worried that their ads could appear next to inappropriate content after the company lost nearly 80% of staff. "I am excited to welcome Linda Yaccarino as the new CEO of Twitter!" Musk said in a tweet on Friday. Yaccarino will take over a social media platform beset with challenges and a heavy debt load, after she spent several years modernizing the advertising business at NBCUniversal, which is owned by Comcast Corp. Image Credit: ANIĮlon Musk has named former NBCUniversal advertising chief Linda Yaccarino as Twitter's new CEO, as the company tries to reverse a plunge in ad revenue.
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