Monday, November 5, 2007

MySpace hones targeting of online advertising

write by: MATT HARTLEY

News Corp. has taken the next big step in the move toward commercializing social networks today by expanding MySpace's advertising platform, allowing advertisers to deliver precision-targeted banner ads based on user-created data.

Advertisers can now pinpoint exactly who they want to reach, based on data collected from users' personal profiles, the groups they join and the messages they post for their friends. For a studio looking to promote its latest vampire film, the technology represents the difference between advertising to movie fans en masse and reaching the 205 members of the Doomed Moviethon Horror Review group and others like it more directly.

MySpace has also launched a new service that makes it easier for small businesses to advertise on the world's largest social networking site. Together the two services aim to significantly strengthen MySpace's position as it attempts to outpace chief rival Facebook Inc. in the race to capitalize on advertisers' growing appetite for targeted advertising opportunities.

Although MySpace boasts 110 million active users - more than twice Facebook's 51 million - the site has been on the decline in recent months, while Facebook continues to grow at a robust pace. With rumours of a similar targeted advertising product on the way from Facebook, MySpace is looking to regain some of its lost momentum.

Most advertising online today allows advertisers to target people based on location, age and gender, but analysts say social networks promise to deliver much more focused results as a result of the wealth of personal data users post. It's one of the reasons why Microsoft Corp. paid $240-million (U.S.) for a 1.6-per-cent stake in Facebook in October and why MySpace, which News Corp. bought for $580-million in 2005, is now worth upward of $11.6-billion, more than 20 times its sale price, according to chairman Rupert Murdoch.

MySpace launched its HyperTargeting platform in July with a select group of 50 advertisers. The service broke down users into 10 broad "enthusiast" categories - such as music, movies and sports - and allowed advertisers to cater their banner ads specifically to those groups. "We've been just blown away by the results," said Travis Katz, international marketing director for MySpace. "Our advertisers are seeing performance increases of more than 300 per cent in terms of things like click-throughs versus ads that are targeted through demographics."

With today's announcement, MySpace has expanded those 10 enthusiast categories to more than 100 interest-specific groups and has made the targeting technology available to all its U.S. advertisers. The advantage is even more precise marketing. MySpace expects to deploy HyperTargeting internationally in 2008.

"We're the first company that's been able to take this idea and turn it into a reality," Mr. Katz said. "This isn't a theoretical thing, or something we're planning to do in the future, but it's actually something that we're doing today and we're rolling it out to more advertisers. I have no doubt that the other social networks are thinking about trying to do the same thing, I just think we're much further ahead in our thinking and in our ability to execute."

MySpace will also be unveiling a new software service - dubbed SelfServe by MySpace - designed to help small businesses create their own banner ads, upload them to the site and track their success rate.

The software will enable small businesses to take advantage of MySpace's targeting capabilities, which will allow them to spend less to target their immediate audience. For example, a band from Toronto would be able to target local MySpace users when going on tour across Ontario without having to pay for ads that will show up on profiles of music fans in Delaware.

Mr. Katz said it's the firm's way of applying the user-generated ethos of MySpace to its advertising functions. "It's really the idea of empowering all of these users - small business, independent film makers, musicians - to leverage social networks and do advertising in a way that is efficient, smart and easy to use."


No comments:

Your Ad Here Tips For Easy Earn Money: With Adbrite We Get Earn Money From Your Website Or Blog, 24 Hour work, No Cost it's 100% FREE. Your blog is a money maker, You can be a millionaire just with your own blog!

Can you still make money with Adsense?

Google Adsense is an advertising program created by Google, and which is beginning to be explored by other search engines, such as Yahoo and MSN – that allows you to put targeted ads on your website. If you run AdSense on your site you know that some words pay more than others, much more in fact.

5 Genuine Adsense Opportunities

Over the last few days. we’ve categorized over 20 great opportunities that represent a genuinely potential good return on investment. Most sources online today only show the highest bid estimate for a particular keyword or keyword phrase. This is a completely ill-informed methodology in evaluating adsense keywords and their potential value.

9 Adsense Case Studies

Here are 9 more Adsense Case Studies worth further consideration. They include keywords from the categories; Legal, Medical, Publishing, Real Estate, Rentals, Telephony, Travel, Vehicles and Web.Some are ok. Some are really good. Create quality content in areas that interest you and that is a great 1st step to developing a site that is successfully monetized with Google Adsense. I don’t focus on the the highest bid keywords, just the best in my opinion based on the various other attributes of the keyword.

Adsense Keywords - Can you trust only the highest bid estimate?

The short answer is no. There are tons of sites online displaying lists of hundreds or even thousands of keywords and there highest bid. Well guess what? There almost totally useless. The reason lies in the fact that (a) you have no idea of what the advertiser is bidding and it is the 2nd advertiser that dictates the 1st bidders cost per click. But even worse, you have absolutely no clue of what the Top 10 advertisers are paying. Bids may dramatically drop so by advertiser 7 or 8, it’s down to a few cents.

Adsense Traffic and Project Black Mask

After the hype over Project Black Mask recently, created by the same team that brought us Affiliate Project X and Day Job Killer, I decided to buy it and see whether it really was worthy of all the buzz it created. What I found surprised me.

Allows you to dramatically improve earnings from Google's Adsence Program

The TopPayingKeywords database presents the keyword prices of the 360,000+ keywords that have search engine bid prices of $1 or more. By identifying the highest paying keywords on the Internet, the database allows website owners to dramatically improve earnings in Google’s AdSense™ program.

Maximizing AdSense Revenues via Up-Selling

If you go into any Blockbuster Video store, you quickly notice the company’s use of a classic marketing technique – up-selling correlated products. This technique is highly effective at maximizing Blockbuster’s revenue and profit per customer. Moreover, this same technique can be applied to websites using Google’s AdSense program.

How to Profit from Knowing the Most Expensive Keywords

By knowing the most expensive keywords on the internet, you can create websites and web pages based on these keywords. On these sites and pages, you can serve expensive ads and/or promote affiliate offers that reap high bounties when clicked or completed.

Google's AdSense a bonanza for some Web sites

LOS ANGELES — Canadian software developer and part-time humorist Eric Giguère made fun of the avalanche of Internet arthritis drug offers on his Web site last year. For his efforts, he received a $350 check from Internet search giant Google.