The MySpace Series Part X – Advertising
With all of the hype about MySpace perhaps you’ve thought of advertising on the site. We’ve heard some rumors that MySpace is growing so quickly and has so much prime online real estate that they can’t get the premium prices that some less popular web sites do. To find out more, we asked MySpace to send us advertising rate info. Here is what they sent:
Why pick Myspace for advertising? Simple, they are the largest online social networking portal on the web.
- – 71 + million registered users with 41+ million unique visitors (media metrix March 06)
- 2nd largest destination on the web, by page views
- 50.2% male – 49.8% female
- Primary Age Demo: 16-34
- 1.4 million registered bands
- 350,000 + band blogs
- 220,000 + new registrants daily
- 50,000 + groups including fashion, health, wellness & fitness, sports & rec, music, film, TV, etc
- Major music enthusiastic destination where bands/artists like Nine Inch Nails, Coldplay, the Black Eyed Peas and Billy Corgan debut albums and connect with fans
- We reach more men online than ESPN
- We reach more females online than iVillage
Snapshot of our user – Influencers, Trendsetters, Music & Film Buffs, and Gamers. I have included the current pricing below for both targeted and untargeted campaigns and included are all available ad units. All rates are based on a CPM (cost per thousand impressions). Campaign minimums are $3,500.
ROS – Run of Site
- 728×90 – $1.65 (large top banner)
- 300×300 or 300×250 – $3.50 (medium box)
- 430×600 – $5.60 (large box)
- 120×600 – $2.10 (vertical banner)
Targeted Price – Targeting can be done by any of the profile features like age, city, gender, etc. Each additional targeting item is $.25.
- 728×90 – $2.15 (large top banner)
- 300×300 or 300×250 – $4.00 (medium box)
- 430×600 – $6.10 (large box)
- 120×600 – $2.60 (vertical banner)
Music Section – Music pages and artist pages
- 728×90 – $8.00 (large top banner)
Featured Profile
- $45,000+ (includes profile creation or remodeling & customized ad campaign)
- Campaigns start at $3,500. Here is an example of how the pricing works. If you wanted to run an entry campaign size of $3,500 worth of medium box ads (300×300) you would get 1,000,000 impressions/views ($3,500/$3.50 x 1,000). We would look to spread out your delivery evenly across the time frame you have specified (i.e. 20 days). So for this example, you would get a little more than 50,000 impressions per day. Myspace serves several hundred million impressions each day so it is necessary to have sufficient impression delivery for each campaign, thus why minimums and such.
Very interesting piece. $45000 is a pretty big sum. I’m curious to know how long those featured profiles stay up?
I was searching for info for weeks. I’m amazed to see the 45K tag to the featured profile. I guess, answering to your question rob, maye the featured profiles stays up will the campaign reaches the desired impressions.
Okay lets review the absolute IDIOCY of the myspace marketing approach… the thing that makes MySpace unique is that it collects ultra specific demographic info about each of its users to taylor every users page like a psychological profile. And how do the geniouses at MySpace use that profile? They only run big-budget national advertising campaigns on the pages. WTF? Why did you bother collecting all that regional specific info if the only people who can afford to advertise are big generic corporations who don’t give a crap about local demographics?
Google already learned this lesson with AdWords… if you have the ability to target the users specific region and lifestyle, use that to your advantage! Run ads about the brand new donut shop down the street who only has 100 bucks to spend for advertising but want to run that ad on all the users who put “Law Enforcement” as their profession in the surrounding 5 zip codes. That’s the way you make MySpace a powerful advertising engine. The ability to place local targeted ads at any budget you can afford is what took googles profits from 800M a year to 10.3B a year. AdWords is a brilliant example of what MySpace could and should be. They need only make advertising available to the masses.