Wow, something’s up here—this is the second time this week we’ve written about MySpace. The granddaddy of all social networks is having quite the week for news, with the announcement of their video fingerprinting ad partnership Monday, their Q3 announcement, rumors about the income from their new ad platform and rumors about naming a CEO for their new music division. Whew!
Yesterday, MySpace’s parent (grandparent?) company, News Corp, discussed its Q3 earnings. While many of the conglomerate’s divisions did poorly, MySpace’s unit still posted a 17% increase in revenue YOY. However, they are feeling the hit of the failing economy, as Rupert Murdoch said:
“We are doing slightly better than the marketplace, but it’s clear from everybody else that there’s a lot of softening in the display advertising marketplace, and we are clearly beginning to feel some of that.”
However, their new ad platform, MySpace MyAds, is doing booming business. Michael Arrington’s sources estimate that the three-week-old platform is raking in on average $140,000 to $180,000 a day—making it a $50M a year business in less than a month. These levels may be sustainable long term, too.
Our sources say that a large number of ad arbitragers are trying out the system, as well as many of the millions of music artists that have MySpace pages. Those artist ads are doubly profitable for MySpace, since the ads link back to MySpace web pages, driving up page views and additional advertising impressions.
Outsiders are estimating that MySpace revenues for the fiscal year ending June 2009 will reach $1 billion. It’s clear that MyAds will be a significant driver of revenue growth. 2008 revenue was estimated to $750 million.
Finally, MySpace Music, which launched in September, is shopping for a CEO. AllThingD’s Peter Kafka notes, however, that the job doesn’t carry as much prestige as the title normally would, since it’s only a divisional CEO position. He says Courtney Holt, head of Viacom & MTV’s digital music, will be announced as the MySpace Music CEO tonight or tomorrow.
In the tech blogosphere, MySpace is often treat as if it’s “so yesterday”—now even its biggest challenger has lost its media darling status. But MySpace continues to innovate for users and advertisers—which probably has a lot to do with why they’re still the most popular social network online.