MySpace drags down social network ad spend


myspace_small.jpgADOTAS — While everyone talks about the rise and the allure  of social media marketing, not all social networks are riding the wave.

According to a prediction by eMarketer, US social network ad spending will fall 3% to $1.14 billion in 2009, from $1.18 billion in 2008. Spending grew an estimated 33% in 2008 and 129% in 2007.

The major problem seems to be MySpace. While it has been cash cow for News Corp., the brand has lost its shine, notably resulting in the recent leadership upheaval. EMarketer says that US ad spending on MySpace will reach $495 million this year, down from the estimated $585 million in 2008.

Facebook is continuing to grow, and marketers are using social networks for public relations and customer relations, so all is not lost. Facebook is the new MySpace. But you wonder what the next iteration will be.


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