After the advertiser pulled out of X, formerly Twitter, due to concerns about the site’s antisemitic content, X lost a high-profile brand campaign, as 11:11 Media in Paris Hilton also removed the partnership from the platform. The campaign was a high-profile win for X, as it saw Hilton promote key features of X such as live video, live e-commerce, X Spaces (live audio), and more in one two-year period.
Hilton even provides a sparkly pink custom icon for X’s Premium subscribers.
The terms of the deal are confidential but include a revenue-sharing component — though none of the Premium upgrades to access the new icon, we understand.
CNN was the first to report the deal’s collapse, citing concerns about antisemitism and pro-Nazi content on the site as reasons for 11:11 Media’s decision.
“11:11 Media has made the decision to immediately pull the campaign from the platform,” Bruce Gersh, 11:11 Media’s president and chief operating officer, told the outlet.
Media company Hilton is the latest in a long line of brands to stop or stop their spending on X as a result of brand safety concerns, joining other big names like Apple, Disney , Comcast, IBM, Warner Bros., Paramount, Lionsgate, and others. Brands are concerned about the reputational damage that can occur if their ads appear next to hate speech and antisemitic content. Despite X CEO Linda Yaccarino’s assurances that X has brand safety controls in place, a report from Media Matters shows how X is running ads next to hateful content. X, however, claims that Media Matters manipulated its service, causing the ads to appear, instead of finding the ads in the wild. Then it was immediately sued for defamation.
But even X’s own complaint doesn’t dispute that the ads are real and run on hate speech, it just doesn’t want Media Matters to have found a scenario where the ads could skirt the protections. to the safety of the X brand in such a way.
Because of these concerns, as well as Musk’s own endorsement of antisemitic conspiracy theories on the platform, many advertisers are rethinking their spending on X, which could lead to a significant impact on X’s revenues. Prior to this advertiser pull-out, the X ad business was on track for a 54.4% year-over-year decline in ad spending in worldwide, from 2022 to 2023. Musk also publicly stated that X’s ad revenues in the US have decreased by 60%, following pressure from the Anti-Defamation League, which accused the owner of antisemitism. (Musk, in turn, has threatened to sue the ADL as well.)