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myspace gets 17pcnt of internet banner impressions
There is a story on mediapost this morning (no link because I am posting from my blackberry) that says myspace ran 17pcnt of all internet banner ads last month
That doesn't mean they sold those ads, my guess is that many of them came from third party networks, but it does seem to indicate that marketers may be getting more comfortable advertising next to user generated content
It would be interesting to know the average cpm on myspace last month and what those impressions meant in percentage of total banner ad dollars
My guess is that's a much smaller number but still significant
July 18, 2006 in Venture Capital and Technology | Permalink
Comments
More likely is that Myspace has been doing a better job at filtering out content that could damage advertiser relationships whether they were direct or through a 3rd party network.
Posted by: Rob Deichert | Jul 18, 2006 11:16:28 AM
that doesnt mean advertisers like them any more. i'm guessing this report is just taking the volume of ad impressions shown. myspace might be selling these at a .10 cpm or doing cpa at no upfront cpm.
are you sure it's not simply reporting that myspace represented 17% of banners displayed? now, that's still an amazing figure.
Posted by: mark pincus | Jul 18, 2006 7:09:30 PM
Regardless, this does mean that this is a very real venue or channel to derive excellent web traffic through and thus makes it a very serious place for advertising campaigns aimed at the generation of consumer. Big opportunities lie therein!
Posted by: Dan Buell | Jul 19, 2006 2:41:10 AM
Interesting post on TechDirt about the lack of profitability associated with MySpace's traffic growth:
http://www.techdirt.com/articles/20060719/085245.shtml
As well as an interesting assessment of why the previous approach to the MySpace valuation might be misguided,
"At the moment, most internet advertising is predicated on the idea that people will jump from one site to another if something catches their eye. But at a site like MySpace, where users stay for long periods of time, this model doesn't work so well. In all likelihood the site will never be a major cash cow for its owners, though users of the site, like bands that build up their audience through it, may find it valuable."
Posted by: Megan Cunningham | Jul 19, 2006 1:52:10 PM
