Will Hypertargeting Unlock MySpace’s Ad Potential?


target1.jpg ADOTAS – When News Corp. reports its fiscal earnings tomorrow, MySpace’s ability to generate revenue through ads will undoubtedly go under analyts’ microscope.

The Wall Street Journal published an in-depth report on the subject today.

Some key findings:

  • Analysts say that the social site’s hypertargeting system is key to its success. (MySpace has tracked its users profiles to categorize their interest in more than 1,000 targetable buckets.
  • Since the service launched last fall, advertisers have reported significantly better results,. P&G told the Journal that hypertargeting helped garner a 25% to 30% increase in consumer response when compared with non-targeted purchases.
  • However, because of MySpace’s sometimes racy profile content, media buyers are still reticent about significant buys. Another hurdle: buyers aren’t confident that social networkers will pay attention to ads when browsing their own and their friends’ profiles.

MySpace has roughly 118 million unique visitors a month, according to comScore.


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