MySpace Starts Contextual, Targeted Advertising
Tuesday, September 18th, 2007;
-- Jordan McCollum |
paidContent reports that MySpace will launch contextual, targeted advertising on its members’ profiles starting soon. After six months of testing with a 100-member team in MySpace’s parent corporation, their system will analyze the content of members’ profile pages and display relevant ads alongside the content.
paidContent reports:
The program is currently in a pilot phase with 10 “enthusiast” segments with some select advertisers, and will be available broadly this fall other segments. Also, in November, MySpace will launch a self-serve online ad system to allow smaller companies to aim at MySpace users with their ads.
They expect the advertising to jump 80% in click-through rate, while doubling their monthly revenues (to $80m).
They did not explain why they did not choose an extant contextual advertising platform, but it’s likely that they’d profit more from a home-grown solution.
The move appears to be one of the most drastic advertising methods used by a major social network yet. Although Facebook announced plans for targeted advertising last month, their plan did not include putting ads on members’ profiles (at least not as described by the Wall Street Journal, which clearly stated that they would be in News Feeds, not the “Mini-Feeds” featured on members’ profiles).
So keep your eyes peeled for advertising on your favorite social network, whatever that may be, and let us know if you think they get it right.
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September 18th, 2007 at 5:15 pm
I’m pretty skeptical about whether or not this will work. I think the only shot for the social networking sites to get a decent ($>1) CPM is behavioral and even that is a long shot.
September 18th, 2007 at 9:27 pm
Well, considering most of the ads previously were half naked chicks on dating sites, and they were being posted to 14 year olds, maybe this can be an improvement.
September 19th, 2007 at 8:19 am
They will be lucky if ads at somebody’s page don’t tell about owner of the page something intimate like ad of store with rubber things.
September 19th, 2007 at 10:37 am
[...] for visiting. Please consider subscribing to the RSS feed.Marketing Pilgrim points to reports that MySpace will start contextual advertising [...]
September 19th, 2007 at 10:49 am
I can’t imagine that this targeted advertising on MySpace will lead to anything good… more likely it will give a complex to users targeted with “uncool” types of ads. I imagine it to be something like this: http://www.itgumbo.com/mumbogumbo/2007/09/myspace_to_target_ads_based_ on.php
September 24th, 2007 at 9:05 pm
[...] MySpace Starts Contextual, Targeted Advertising [...]
October 3rd, 2007 at 6:50 pm
[...] I have decided to end my affiliation with MySpace. As of October 1, the Lucio Loud page will be deleted. I find it to be a time suck and won’t have anymore to do with shilling for News Corp and its ‘targeted advertising campaigns.’ [...]
October 17th, 2007 at 1:13 pm
I recently was on MySpace and it occurred to me that the ads on the page I was viewing were indeed targeted. I was viewing a runners club page, and noted that the ads were for running shoes or something similar. I thought it was pretty cool, actually.