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  • Nearly six out of 10 Americans who use social media interact with companies on social media Websites source ›
  • 85% of social media users thought companies should interact with their consumers through social media, at least when needed source ›
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AUG 4

Targeted-Ad Initiative Is Crucial for MySpace†

Questions Multiply On Site's Potential to Turn a Big Profit

Wall Street Journal, August 4, 2008 — When News Corp. reports its fiscal 2008 earnings Tuesday, investors will scrutinize the company's plans to generate more advertising revenue from the enormous amount of traffic on its MySpace social-networking Web site.

One initiative that could be critical to MySpace's success, according to media buyers and industry analysts, is a system that lets marketers aim their ads at particular groups of users. As part of this "hypertargeting" system, MySpace has analyzed the profiles of its users to gauge their interests and then categorized them into more than 1,000 "buckets," including rodeo watchers, scrapbook enthusiasts and "Dancing With the Stars" viewers.

Category: New Media Marketing
Tags: MySpace, targeting

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