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MySpace Banks On ‘Hypertargeting,’ But Plain Targeted Ads Continue To Suffice

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imageAlthough MySpace continues to maintain that its hypertargeting solution will ultimately lead to higher revenues, significant hurdles remain. A day before the Fox Interactive Media unit’s parent News Corp (NYSE: NWS). releases its Q2 earnings, WSJ outlines the challenges to greater ad spending on MySpace.

Engagement: While there’s little question that users of social net sites like MySpace and its rivals are engaged while they’re on the site, it is uncertain whether they are too focused on changing their profile pages and sending messages to friends to pay attention to ads. And so, basic targeting placements are considered perfectly adequate for media buyers and their clients’ needs.

Privacy: The rumblings from the Federal Trade Commission, Congress, state lawmakers and digital rights advocates have spooked some advertisers who don’t want their marketing efforts to turn into an embarrassing footnote in a legal case. While there wasn’t much backlash against participants in Facebook’s Beacon ad targeting program last fall, the initiative still has many marketers and agencies wary of being associated with the kind of negative publicity it drew.

Looking long-term: While FIM has touted the importance of hypertargeting, executives are taking care not to talk it up too much. Keeping investors in mind, the company often highlights its $900 million, three-year deal with Google (NSDQ: GOOG) for featuring sponsored links on MySpace. And ads that take over the site’s home page are also a source of value. Executives also argue that the hypertargeting program is beyond being able to charge high ad rates. Placing the emphasis on the long-term benefits for advertisers who use the program over time, by offering broader insights into consumers’ offline behavior beyond the basic targeting on the site.

3 Responses to “MySpace Banks On ‘Hypertargeting,’ But Plain Targeted Ads Continue To Suffice”

  1. I slang wholly revolve sites be entertained MySpace further Facebook methodology rule atom peculiar way. And they admit a sole income character this area. They take it tons of well-timed enlightenment providing them with our interests, our friends interests, also the things we are sophistication fitting at a inclined moment. Im continually surprised that they havent discombobulated this method fresh forthwith markedly sooner.

  2. Jamie Poitra

    I can't really see sites like MySpace and Facebook making money any other way. And they have a unique advantage in this area. They have tons of useful data providing them with our interests, our friend's interests, and the things we are doing right at a given moment. I'm continually surprised that they haven't gone this way more directly much sooner. Especially amidst all of the questions of how they are going to make money in the first place.

    Of course the balance is that they have to do this all in a way that keeps people feeling secure in their privacy (Facebook's users being especially touchy in this area). Thats the trick, and probably why it hasn't been done to the extent that is certainly possible at this point.