March 17th, 2011

MySpace Still Pushing for Big Brand Ad Dollars

Brand Week

Despite actively searching for a buyer, MySpace has a message for the online ad market: It’s still open for business.

“We still have a sizable audience that is enormously valuable in the market [where] we still reach 40 million unique users—especially for anyone who wants to reach Generation Y with content,” said MySpace’s chief revenue officer Nada Stirratt. “We don’t care who owns us; we still have the biggest audience for this demo.”

In fact, the News Corp.-owned social entertainment site—which has seen its stock fall sharply as Facebook’s has risen over the past several years—is pressing ahead with a suite of innovative ad placements. The site has looked to reinvent itself starting with an entertainment-focused design last fall and is now going after brand dollars by rolling out a trio of impactive ad placements. It’s also creating a more robust platform for brand pages.

“A lot of Web sites say they offer ‘roadblock’ ad opportunism, which really means two ads on one page,” said Stirratt. “We wanted to create a true site-wide roadblock.”

As a result, MySpace has started offering a new ad treatment, which allows brands to buy every ad a user sees on a MySpace page as they scroll down. That’s four to six ads in total. The sequence of those ads can be changed based on an individual user’s response.

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