Blog Post

MySpace Ramps Up Ad Targeting Initiatives

Stay on Top of Enterprise Technology Trends

Get updates impacting your industry from our GigaOm Research Community
Join the Community!

MySpace continues to push for more ad dollars with SelfServe aimed at small businesses, bands and politicians who want to reach its 110 million members. The program lets marketers purchase, create and analyze ad performance throughout the Fox Interactive unit’s network, according to the company. The move comes as Facebook meets with select ad execs to discuss its own ad targeting plans. Both are timed for this week’s Ad:Tech conference in New York City.

MySpace SelfServe gives participants a menu of ad targeting elements including geographic and demographic profiles from which to choose, as well as a list of users’ interests. MySpace also plans to offer analytics tools (no details) so users can track ad performance.

Also, MySpace has completed the first phase of another ad platform called HyperTargeting. Under HyperTargeting, marketers can buy ads targeted to users based on specific interests. MySpace claims the program, which debuted in July, raised participant ad performance by as much as 300 percent.

Staci adds: SelfServe sounds like a lot of other products but HyperTargeting seems to go the farthest in terms of tapping into the potential of MySpace’s copious profile information. Some more details from Adam Bain, EVP-Fox Interactive Media, (NYSE: NWS) who explains the program like this: “For users, MySpace is a platform for public self-expression. For advertisers, it’s now a platform for understanding user behavior.” For MySpace, it’s a way to sell more inventory and make that inventory valuable.

Phase 1 allowed advertisers to buy against 10 macro categories with 3-5 million users in each category: music, movies, finance, gaming, electronics, sports, travel, auto, fashion, health/wellness/fitness.Fifty advertisers, including P&G, Ford, XBox, Universal and Toyota, are running campaigns; a large number were new to MySpace. Phase 2 expands the number of categories to 100-plus and as quickly as possible to 1,000, allowing the social net to zero in even more. Bain’s example: “In movies, I can show you the difference between a comedy movie fan and an action movie fan and in comedy, I can show you a romantic comedy fan vs. a slapstick comedy fan.” The next steps: “Influencer Targeting … the ability for advertisers to reach users who wield influence in the social network — mavens, connectors, and people who are active or are the source of viral content. … and Life-Stage targeting.” The latter targets milestones people share on MySpace.