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If you think your eCPM is bad. . .

     
8:13 pm on Apr 26, 2006 (gmt 0)



If you think your eCPM is bad, consider what MySpace.com is earning from ads:

Just over 10 cents per 1,000 impressions. And that's gross CPM.

Why? Supply (too many impressions) and demand (too little interest from advertisers, including search companies like Google who feel that MySpace users are "not the best prospects for most marketing because they use MySpace for socializing, not buying").

Source:

[nytimes.com...]

Moral: It isn't just the amount of traffic, but also the quality of traffic that determines what an impression or click is worth.

8:15 pm on Apr 26, 2006 (gmt 0)

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Thats good to hear. I have never been a fan of Myspace myself.
8:19 pm on Apr 26, 2006 (gmt 0)

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The only companies that could get good value from Myspace are dating type of sites.
8:25 pm on Apr 26, 2006 (gmt 0)

WebmasterWorld Senior Member 5+ Year Member



Thanks for the info.

I'll go lowball CPM them right now!

Just kidding.

8:34 pm on Apr 26, 2006 (gmt 0)

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I believe this is true with MySpace, but what about that goldmine dating site that Markus has? It doesnt necessarily attract people who are looking to spend money either, but it really does make killer money.
8:34 pm on Apr 26, 2006 (gmt 0)

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Slightly OT, but recently I heard someone describe myspace as "the trailer park of the Internet", which I found sort of apt. Mind you I'm over 30 so I may be missing the fundamental coolness of the site; but I experienced the web design of the 90's first hand and have no wish to go through it again ;-).
8:49 pm on Apr 26, 2006 (gmt 0)

WebmasterWorld Senior Member 5+ Year Member



Makes a lot of since. I've never used Myspace, but it seems to be overrun with the 12y-21y crowd.
8:50 pm on Apr 26, 2006 (gmt 0)

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I have alot of friends who aren't very computer literate who enjoy using Myspace simply because you can post junk on other peoples comments, email, etc. They like it because its easy and free. Its basically email for people too lazy to learn how to use regular email combined with a sort of "E-toilet paper a house" capability(commenting on profiles) and a dash of blogging for people who really have nothing to say.

If you watch someone else in a myspace session they might view 100 pages in 5 minutes never once noticing advertisements are on the page. Buying(and thinking in general) is the last thing on their mind.

Most of them are 22-30

8:57 pm on Apr 26, 2006 (gmt 0)

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Fox Media bought myspace for $580m. I'm sure they know what they're doing ;)

Some of us actually make a living from myspace *wink*

9:02 pm on Apr 26, 2006 (gmt 0)

WebmasterWorld Senior Member 5+ Year Member



Checked it out, a miasma of social poop.
9:05 pm on Apr 26, 2006 (gmt 0)

WebmasterWorld Senior Member 10+ Year Member



So, the advertising industry including Google hasn't figured out how to sell to the 14-30 age group yet. Interesting. Or rather Google and Yahoo don't have enough ads of the right type to fill the inventory.

If anyone out there wants to become a multi-millionaire - there's your opportunity (you could also lose a few million if you get it wrong). Imagine, you have an opportunity to appear in peoples diaries, to appear on their friends page, their favourite bands pages, the pages that people have constructed to project themselves to the world...

Even now, if you were manager of a really good unknown band, by employing a few people to work on MySpace you could probably make them into Superstars - beats the years of touring in a van. Pre-requisite there, is the "really good" bit.

9:06 pm on Apr 26, 2006 (gmt 0)

5+ Year Member



i *TRY* to make a living from Myspace, but it aint easy.
My highest traffic-page is a page for Myspace users and i had to take the ads off because of the very high impressions/low CTR - it seems that in the last month all the decent advertisers pulled out of the 'myspace' keyword advertising.

i've split the page off into two specific sub-categories, and so far THOSE two highly ad-targeted pages are doing pretty well - but the conent is not directly related to myspace.

9:10 pm on Apr 26, 2006 (gmt 0)



I noticed last night that I'd received nearly 600 referrals from MySpace in a single day, but I didn't have time to figure out what they were. (Probably inline links to pictures that kids were stealing for use in their profiles.)
9:15 pm on Apr 26, 2006 (gmt 0)

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Looking at my server logs, I think I could provide a steady stream of graphic advertisments to myspace viewers. In fact I'll start a company called "404 image not available" and its logo will be a red "x" in a square with black borders.
11:19 am on Apr 27, 2006 (gmt 0)

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I'm getting ecpm of 2c in my forum. Might be better for me to stop adsense then come back another month :(
11:32 am on Apr 27, 2006 (gmt 0)

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My rates were doing fine last week... even popped up to $9/day for a bit but then, boom crash bang, down to $2/day with a lot of $0.03 paying clicks *sigh*
11:43 am on Apr 27, 2006 (gmt 0)

WebmasterWorld Senior Member 5+ Year Member



One of my sites is also frequented mostly by younger people and suffers the same ecpm drop [smartpricing]. This is largely as kids have no means of leaving 10 cents with you or anybody, like in a candy store.

As soon as there is no age pay barrier [enforced by credit or debit cards or accounts] anymore, I expect this site to do better.

One day the web will have hopefully aged enough to also access the pocketmoney market.

12:00 pm on Apr 27, 2006 (gmt 0)

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This is why things like the Campaign Against MySpace Proletarians exists. Gawd I detest that site.
12:24 pm on Apr 27, 2006 (gmt 0)

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Myspace seems to me to be a combination of tens of thousand of messy little sites put together to form on giant messy site.
1:19 pm on Apr 27, 2006 (gmt 0)

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600 referrals from MySpace in a single day, but I didn't have time to figure out what they were. (Probably inline links to pictures that kids were stealing for use in their profiles.)

EFV,

that was exactly what I was thinking when I read the original post. I use those pictures to advertise my site to this target group by super-imposing my domain in big letters over the respective photos. :-) Why waste such a marketing opportunity?

1:31 pm on Apr 27, 2006 (gmt 0)

WebmasterWorld Senior Member play_bach is a WebmasterWorld Top Contributor of All Time 5+ Year Member



Several months ago I tried to see what all the fuss about MySpace was - even opened an account. However, my senses quickly wore out after visiting what seemed to be an endless supply of badly designed pages with black backgrounds and dark blue or red or green text! On what monitors could such seizure-inducing color schemes possibly look good? Not mine apparently.

[edited by: Play_Bach at 1:45 pm (utc) on April 27, 2006]

1:45 pm on Apr 27, 2006 (gmt 0)

WebmasterWorld Senior Member 5+ Year Member



To me the advertising that would sell is: snowboards, bungee jumping weekends, and DVDs of the TV show Jackass.

Hey maybe you can become an affiliate Jackass?

3:24 pm on Apr 27, 2006 (gmt 0)



>>>Moral: It isn't just the amount of traffic, but also the quality of traffic that determines what an impression or click is worth.<<<

thanks for the news link, but i'd suggest that you go back and re-read the article, before jumping to any conclusions:

"Because its supply of pages so greatly outstrips demand from advertisers, it has offered deep discounts."

where do you read "quality of traffic" into that?

in your defense, the age demographic that myspace is based on is probably the worst-case scenario for a program like adsense... those kids are very 'net savvy.

WebmasterWorld ought to have a forum dedicated to monitizing myspace traffic :-)

4:16 pm on Apr 27, 2006 (gmt 0)



Danimal, you must have missed the line in the article that read: "The search companies did not want to dilute their networks with so many ads for MySpace users, whom they said were not the best prospects for most marketing because they use MySpace for socializing, not buying."
4:23 pm on Apr 27, 2006 (gmt 0)

WebmasterWorld Senior Member jomaxx is a WebmasterWorld Top Contributor of All Time 10+ Year Member



Yes, keeping in mind that "quality" must be defined in terms of advertisers' needs. I'm sure MySpace users are fine human beings and all that, but the demographic, the surfer's immediate goals, and the lack of opportunity to do meaningful targeting are not conducive to high advertising rates.

Kind of amazing that Google and Yahoo passed, given that they only pay per click in any case. Reminds me of the frequent discussions here about whether it's better to remove AdSense altogether from low-CTR or low-conversion pages.

4:42 pm on Apr 27, 2006 (gmt 0)



Kind of amazing that Google and Yahoo passed, given that they only pay per click in any case. Reminds me of the frequent discussions here about whether it's better to remove AdSense altogether from low-CTR or low-conversion pages.

They probably figured (not without reason) that conversion rates would be abysmal, and that advertisers would be extremely unhappy if their budgets were sucked up by MySpace clicks.

9:19 pm on Apr 27, 2006 (gmt 0)

10+ Year Member



"600 referrals from MySpace in a single day, but I didn't have time to figure out what they were. (Probably inline links to pictures that kids were stealing for use in their profiles.)"

EFV,

This is a bit off topic but you weant to keep an eye on that. This year I have seen an exponential rise in hosting bandwidth being used up by myspacers hotliinking to my images. I've used HTaccess techniques to prevent image hotlinking. If anyone tries it now the image they hot link to gets substitued for an eyecatching ad for my site.

1:55 pm on Apr 28, 2006 (gmt 0)

WebmasterWorld Senior Member 5+ Year Member



If anyone tries it now the image they hot link to gets substitued for an eyecatching ad for my site.

If you wait that bit longer and have tenthousands of them doing that, your ad space will be even bigger. ;)

5:41 pm on Apr 28, 2006 (gmt 0)



>>>Danimal, you must have missed the line in the article that read: "The search companies did not want to dilute their networks with so many ads for MySpace users, whom they said were not the best prospects for most marketing because they use MySpace for socializing, not buying."<<<

this issue is about what myspace is charging for their advertising, as i clearly pointed out in the quote... search networks do NOT dictate what myspace can charge for it's own advertising, so your conclusions are incorrect.

myspace is a full-on destination of gigantic proportions, so it has little need for search networks... if you followed the ad business closely, you'd know that many hysterical articles have been written about myspace being some sort of a hangout for pervs, which has scared many premium advertisers away.

that is not relevant to the search engines... because of it's huge traffic base, and it's highly targeted and very desireable demographic, myspace does not need google or ypn to generate ad revenue... what it needs is a fix for it's reputation, lol, which is why they have hired some key personnel specifically to address that issue.

trying to make the myspace situation relevant to adsense is not logical... it's a unique situation... beyond that, try to understand the function of "branding" in the advertising world... there is a lot more to advertising than contextual ads.

5:57 pm on Apr 28, 2006 (gmt 0)



trying to make the myspace situation relevant to adsense is not logical... it's a unique situation... beyond that, try to understand the function of "branding" in the advertising world... there is a lot more to advertising than contextual ads.

I'm quite aware of the different between branding and direct-response advertising. But the fact remains that MySpace is averaging a 10-cent CPM from all of its advertisers.

Also, audience quality matters for branding purposes, too. If that weren't the case, all magazines, newspapers, TV networks, radio stations, etc. would be charging the same CPMs.

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