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SpaceX just bought a big ad campaign on Twitter for Starlink

Source image: https://www.cnbc.com/2022/11/14/spacex-just-bought-a-big-ad-campaign-on-twitter-for-starlink.html

SpaceX founder Elon Musk during a T-Mobile and SpaceX joint event on August 25, 2022 in Boca Chica Beach, Texas.

Michael Gonzalez | Getty Images

Elon Musk’s aerospace business SpaceX has ordered one of the larger advertising packages available from Twitter, the social media business he just acquired in a $44 billion deal and where he is now serving as CEO.

The campaign will promote the SpaceX-owned and -operated satellite internet service called Starlink on Twitter in Spain and Australia, according to internal records from the social media business viewed by CNBC.

The ad campaign SpaceX is buying to promote Starlink is called a Twitter “takeover.” When a company buys one of these packages, they typically spend upwards of $250,000 to put their brand on top of the main Twitter timeline for a full day, according to one current and one former Twitter employee who asked to remain unnamed because they were not authorized to speak on behalf of the company.

Users should see Starlink brand messaging for the first three times that they open the Twitter app on the day or days of the planned takeover campaign in Australia and in Spain. The campaign, which was purchased in the last week, was slated to run in coming days first in Australia then in Spain.

SpaceX has not typically purchased large advertising packages from Twitter, the current and former employees said.

Starlink employs a constellation of satellites that beam internet down to paying subscribers who also need to obtain terminals from SpaceX to access it. SpaceX developed Starlink with the goal of providing high-speed internet connectivity to people in locations poorly served, or not served at all, by cable or fiber-optic infrastructure.

Starlink changed the battlefield when Ukrainians didn't have that communication, says Mark Esper

Pressure on Twitter ad sales

Musk is also the CEO of electric vehicle maker Tesla, in addition to his responsibilities at SpaceX and Twitter. He has famously boasted that his car company spends no money on traditional advertising like print, radio, television and display ads online. Instead, Tesla garners headlines from fan blogs, news sites, and creates buzz through motor clubs, fan or shareholder events and social media engagement.

Musk now finds himself in the position of needing to sell online advertising as the “Chief Twit,” or more formally CEO, of Twitter which remains a major, international social media platform. Twitter boasted around 237.8 million monetizable daily active users before Musk’s contentious take-private deal. Musk is on a mission to generate at least half of Twitter’s revenue from subscribers, not just advertising.

One campaign, even a big one like a “takeover,” is not enough to make up for multiple advertisers who have paused spending on Twitter recently, or fled the platform during Musk’s rocky takeover.

Companies including General Motors, Audi, Volkswagen, General Mills, Pfizer, United Airlines and others have paused their ad spending on Twitter for the time being, responding in part to an onslaught of hate speech and misinformation on the platform. Advertising giant Interpublic Group recommended that clients of its agencies do the same. Twitter previously derived around 90% of its revenue from advertising.

Advertisers back out of Twitter following Musk takeover as government looks into deal

When Musk launched and then quickly suspended a paid subscriber badge on Twitter last week, this further shook advertisers’ faith in the platform. The badge looked like an earlier verification blue check mark but only cost users $7.99 per month. Cheaply acquired blue check marks were used by pranksters and imposters to pose as brands, politicians and celebrities and to post unflattering and inaccurate messages.

One account created in the likeness of the drug company Eli Lilly caused a serious problem on Thursday when it posted a message that, “we are excited to announce insulin is free now.” The tweet went viral and remained on Twitter for at least two hours before it was taken down. The real Eli Lilly account later tweeted: “We apologize to those who have been served a misleading message from a fake Lilly account.”

Eli Lilly’s stock price dropped sharply after the fake tweet was posted, though major stock indices were positive at that time, with the S&P 500 experiencing its biggest rally in two years. Musk-led automaker Tesla, SpaceX competitor Lockheed Martin, Sen. Ed Markey (D-Mass.) and many others were also impersonated and pilloried on the platform.

This weekend, Musk wrote in a tweet, “Twitter drives a massive number of clicks to other websites/apps. Biggest click driver on the Internet by far.” The new Twitter CEO was promptly corrected by marketing experts and former Twitter employees, and a correction note was added to his tweet. He later deleted the tweet.

One former Twitter employee, Claire Díaz-Ortiz called him out, writing: “Lies. I worked @twitter 5 yrs + wrote 2 books on social media marketing. This is false and @twitter knows it. We never sold it on clicks, because it is much lower on traffic than Facebook, LinkedIn, etc. Twitter has other key strengths. (And marketing is way more than clicks.”

In a companywide meeting last week, Musk told current Twitter employees that bankruptcy isn’t out of the question, as the business faces an exodus of advertisers and a broader economic downturn.

Musk reportedly tells Twitter employees bankruptcy not out of the question

Source: https://www.cnbc.com/2022/11/14/spacex-just-bought-a-big-ad-campaign-on-twitter-for-starlink.html

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Two children and two adults survive after Tesla plunges 250 feet off California cliff

View from the helicopter during a rescue operation after a vehicle carrying two adults and two children went over a cliff in Devil’s Slide, San Mateo county, California, U.S., January 2, 2023, plunging hundreds of feet, according to the Department of Forestry and Fire Protection, in this still image obtained from social media video.

CHP – Golden Gate Division | Reuters

Two adults and two children were rescued from a Tesla that plunged 250 feet off a cliff Monday morning in San Mateo County, California, officials said. 

The car was traveling southbound on the Pacific Coast Highway when it went over the cliff at Devil’s Slide, south of the Tom Lantos tunnel, and landed near the water’s edge below, the Cal Fire San Mateo-Santa Cruz Unit said. 

The car flipped and landed on its wheels in the fall, CAL FIRE/Coastside Fire Incident Commander Brian Pottenger said. Witnesses saw the accident and called 911. 

As crews were lowered down, they were able to see movement in the front seat, through their binoculars, meaning someone was alive.

“We were actually very shocked when we found survivable victims in the vehicle. So, that actually was a really hopeful moment for us,” Pottenger said. 

Fire officials called for helicopters to help hoist the survivors to safety. As they waited, firefighters rappelled to the scene and rescued the two children.

Rescue teams are seen at the scene as a Tesla with four occupants plunged over a cliff on Pacific Coast Highway 1 at Devils Slide on January 2, 2022 in San Mateo County, California, United States.

Tayfun Coskun | Anadolu Agency | Getty Images

The California Highway Patrol shared video on social media showing helicopters lower first responders to the scene to extricate and rescue two adults inside. 

All four were hospitalized. The San Mateo Sheriff’s Office said the two adults suffered non-life-threatening injuries and the two children were unharmed.

It’s not clear what caused the car to go over the cliff. CHP is handling the investigation. 

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Tesla shares tumble more than 10% following deliveries report

Tesla vehicles are shown at a sales and service center in Vista, California, June 3, 2022.

Mike Blake | Reuters

Shares of Tesla dropped 13% on Tuesday morning, a day after the electric auto maker reported fourth-quarter vehicle production and delivery numbers for 2022.

Deliveries are the closest approximation of sales disclosed by Tesla. The company reported 405,278 total deliveries for the quarter and 1.31 million total deliveries for the year. These numbers represented a record for the Elon Musk-led automaker and growth of 40% in deliveries year over year, but they fell shy of analysts’ expectations.

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According to a consensus of analysts’ estimates compiled by FactSet, as of Dec. 31, 2022, Wall Street was expecting Tesla to report around 427,000 deliveries for the final quarter of the year. Estimates updated in December, and included in the FactSet consensus, ranged from 409,000 to 433,000.

Those more recent estimates were in line with a company-compiled consensus distributed by Tesla investor relations Vice President Martin Viecha. 

Some Wall Street analysts think Tesla’s deliveries miss spells trouble for the electric vehicle maker, but others see a buying opportunity for the company in 2023.

Baird analyst Ben Kallo, who recently named Tesla a top pick for 2023, maintained an outperform rating and said he would remain a buyer of the stock ahead of the company’s earnings report, which is scheduled for Jan. 25.

“Q4 deliveries missed consensus but beat our estimates,” he said in a Tuesday note. “Importantly, production increased ~20% q/q which we expect to continue into 2023 as gigafactories in Berlin and Austin continue to ramp.”

Analysts at Goldman Sachs said they consider the delivery report to be an “incremental negative,” and view Tesla as a company that is “well positioned for long-term growth.” Goldman reiterated its buy rating on the stock in a Monday note and said that making vehicles more affordable in a challenging macroeconomic environment will be a “key driver of growth.”

“We believe key debates from here will be on whether vehicle deliveries can reaccelerate, margins and Tesla’s brand,” the analysts said.

Shares of Tesla suffered an extreme yearlong sell-off in 2022, prompting CEO Musk to tell employees in late December not to be “too bothered by stock market craziness.”

Musk has blamed Tesla’s declining share price in part on rising interest rates. But critics point to his rocky $44 billion Twitter takeover as a bigger culprit for the slide.

Morgan Stanley analysts said they think the company’s share price weakness is a “window of opportunity to buy.”

“Between a worsening macro backdrop, record high unaffordability, and increasing competition, there are hurdles for all auto companies to overcome in the year ahead,” they said in a note Tuesday. “However, within this backdrop we believe TSLA has the potential to widen its lead in the EV race, as it leverages its cost and scale advantages to further itself from the competition.”

CNBC’s Lora Kolodny and Michael Bloom contributed to this report.

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Tesla makes China boss Tom Zhu its highest-profile executive after Elon Musk

Tom Zhu Xiaotong, Tesla’s current executive in charge of China, speaks as a new Tesla experience store opens on Aug. 18, 2015 in Hangzhou, China.

Visual China Group | Getty Images

Tesla’s China chief Tom Zhu has been promoted to take direct oversight of the electric carmaker’s U.S. assembly plants as well as sales operations in North America and Europe, according to an internal posting of reporting lines reviewed by Reuters.

The Tesla posting showed that Zhu’s title of vice president for Greater China had not changed and that he also retained his responsibilities as Tesla’s most senior executive for sales in the rest of Asia as of Tuesday.

The move makes Zhu the highest-profile executive at Tesla after Chief Executive Elon Musk, with direct oversight for deliveries in all of its major markets and operations of its key production hubs.

The reporting lines for Zhu would keep Tesla’s vehicle design and development — both areas where Musk has been heavily involved — separate while creating an apparent deputy to Musk on the more near-term challenges of managing global sales and output.

Tesla did not immediately respond to a Reuters request for comment.

Reuters reviewed the organizational chart that had been posted internally by Tesla and confirmed the change with two people who had seen it. They asked not to be named because they were not authorized to discuss the matter.

Elon Musk needs to go back to Tesla and have others run Twitter, says Jim Cramer

Zhu and a team of his reports were brought in by Tesla late last year to troubleshoot production issues in the United States, driving an expectation among his colleagues then that he was being groomed for a bigger role.

Zhu’s appointment to a global role comes at a time when Musk has been distracted by his acquisition of Twitter and Tesla analysts and investors have urged action that would deepen the senior executive bench and allow him to focus on Tesla.

Under Zhu, Tesla’s Shanghai plant rebounded strongly from Covid lockdowns in China.

Tesla said on Monday that it had delivered 405,278 vehicles in the fourth quarter, short of Wall Street estimates, according to data compiled by Refinitiv.

The company had delivered 308,600 vehicles in the same period a year earlier.

The Tesla managers reporting to Zhu include: Jason Shawhan, director of manufacturing at the Gigafactory in Texas; Hrushikesh Sagar, senior director of manufacturing at Tesla’s Fremont factory; Joe Ward, vice president in charge of Europe, the Middle East and Africa; and Troy Jones, vice president of North America sales and service, according to the Tesla notice on reporting lines reviewed by Reuters.

Tesla country managers in China, Japan, Australia and New Zealand continued to report to Zhu, the notice showed.

Zhu does not have a direct report at Tesla’s still-ramping Berlin plant, but a person with knowledge of the matter said responsibility for that operation would come with the reporting line for Amsterdam-based Ward. Ward could not be immediately reached for comment.

Zhu, who was born in China but now holds a New Zealand passport, joined Tesla in 2014. Before that he was a project manager at a company established by his MBA classmates at Duke University, advising Chinese contractors working on infrastructure projects in Africa.

During Shanghai’s two-month Covid lockdown, Zhu was among the first batch of employees sleeping in the factory as they sought to keep it running, people who work with him have said.

Zhu, a no-fuss manager who sports a buzz cut, favors Tesla-branded fleece jackets and has lived in a government-subsidized apartment that is a 10-minute drive from the Shanghai Gigafactory. It was not immediately clear whether he would move after his promotion.

He takes charge of Tesla’s main production hubs at a time when the company is readying the launch of Cybertruck and a revamped version of its Model 3 sedan. Tesla has also said it is developing a cheaper electric vehicle but has not provided details on that plan.

When Tesla posted a picture on Twitter last month to celebrate its Austin, Texas, plant hitting a production milestone for its Model Y, Zhu was among hundreds of workers smiling on the factory floor.

Why China is beating the U.S. in electric vehicles

Allan Wang, who was promoted to vice president in charge of sales in China in July, was listed as the legal representative for the operation in registration papers filed with Chinese regulators in a change by the company last month.

Tesla board member James Murdoch said in November the company had recently identified a potential successor to Musk without naming the person. Murdoch did not respond to a request for comment.

Electrek previously reported that Zhu would take responsibility for U.S. sales, delivery and service.

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