Advertising 'Safely' On MySpace
WSJ.com (subscription required), Friday, June 23, 2006 11:15 AM
A Wall Street Journal article attempts to demonstrate how to market your products on MySpace the right way. Marketers, weary about buying ad inventory on the massive site due to the explicit content that can be found all over its user pages, have no control over the content on MySpace--and thus, many don't want to play. But some are turning to what they can control to help them reach MySpace's 85-100 million users. To promote its summer blockbuster "Pirates of the Caribbean: Dead Man's Chest," the Walt Disney Company built its own MySpace page, and bought an ad appearing on the site's front page to promote it. "We would never be on a personal profile," Jack Pan, marketing vice president of Disney's Buena Vista Pictures said flatly. Of course not. No national brand with a good image to keep in mind would ever do such a thing. It's PR suicide. But MySpace knows this, too, and is trying to work with advertisers to mine so-called "safe" sections of the massive social networking portal that advertisers like Disney would comfortable being seen on. That said, parent News Corp. has also been sensitive about micro-managing its site, which could potentially lead to user defection. Advertisers like Disney and Fox, which created a page for its latest "X-Men" movie, can gauge their success with these pages to certain extent by tracking the number of friends they keep. Partly because of a promotional opportunity arranged by MySpace, "X-Men 3" received 8.1 million friends; "Pirates" so far has collected over 70,000.
Read the whole story at WSJ.com (subscription required) »
Recent Around the Net In Online Marketing Articles
-
Google Glass Apps Adding Up May 17, 11:47 a.m.
In what has become a necessary step for any successful operating system, Google Glass is starting ... -
Groupon Drags Out CEO Search May 17, 11:46 a.m.
Speaking of Groupon, the deal site says it’s unlikely to name a permanent new CEO until ... -
Andrew Mason Plotting Next Company May 17, 11:44 a.m.
What’s Andrew Mason been up to since being booted from the top spot at Groupon? Well, ... -
Yahoo Kicking Tumblr's Tires May 17, 11:44 a.m.
Yahoo is reportedly considering partnering with, investing in, or buying Tumblr. “Sources said the talks were ... -
Google, NASA To Study A.I. With "Quantum Computer" May 16, 12:01 p.m.
Google and NASA are creating a laboratory to study artificial intelligence. Their focus, as The New ... -
Skift Closes $1 Seed Round May 16, noon
Skift -- the travel intelligence and news startup founded by Rafat Ali -- has closed $1.1 ... -
USA Network Vies For Social Media Control May 16, 11:59 a.m.
USA Network on Thursday is expected to debut a new Web and mobile platform that, as ... -
Microsoft, Google At Odds Over App Ads May 16, 11:58 a.m.
After Microsoft updated its own YouTube application for Windows Phone the other week, Google sent the ... -
Larry Page Explains Soft-Spokenness May 15, 10:30 a.m.
More than personal quirk or mere curiosity, Larry Page’s soft-spokenness has led some analysts to question ... -
Brightcove Bows Mobile Live-Streaming Tool May 15, 10:29 a.m.
Video distribution platform Brightcove is introducing a new module that is designed to help customers run ...
Be the first to comment on "Advertising 'Safely' On MySpace"
Leave a Comment