MySpace Becomes YourAdSpace
ADOTAS – It seems MySpace has finally realized its genius for social networking may not extend to the advertising arena. The company announced today that it will allow advertisers to manage their presence on the site, instead of monitoring and controlling their every move.
Industry watchers predict that MySpace may have – after months, years, of laborious struggle – finally hit on an advertising strategy that will work for social networking sites.
MySpace’s Community Builder advertising platform gives advertisers the ability to build, maintain and customize brand profiles while providing guaranteed analytics to help them gauge campaign performance and make real-time adjustments, the company said. The platform is currently being beta tested by Deep Focus.
The move to give advertisers more control on MySpace is “unprecedented,” the company said, and a clear shift toward allowing advertisers and MySpace users to have a more dynamic, organic and actionable relationship.
“Community Builder allows our clients to connect with potential brand evangelists in an unprecedented way,” said Ian Schafer, CEO of Deep Focus. “The flexible platform provides access to solutions and value propositions that enable brands to engage with a new generation of consumers and the freedom to update and manage communities in real-time. It’s a powerful tool that can help build community literally — and figuratively.”
Community Builder will leverage MySpace’s current ad model, which includes customized communities, multi-platform integrated marketing campaigns and the new ad platforms HyperTargeting and SelfServe.
In other news, MySpace said it promoted Jeff Berman from EVP-marketing and content to the new post of president of sales and marketing. Berman has been saddled with the task of envisioning new ad solutions for MySpace’s brand partners; driving online traffic and integrating targeting technology into online campaigns.
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