MySpace Launches MyAds: 'HyperTargeting' for Small Biz

  |  October 13, 2008   |  Comments

MyAds product appears timed to coincide with launch of MySpace Music.

News Corp.-owned MySpace has unveiled its long-planned self-serve media buying system for small advertisers. Called MyAds and available at advertise.myspace.com, the beta platform allows bands, local businesses and pretty much anyone else to bid between $25 and $10,000 for performance-based display ads on the site.

MyAds comes with basic ad templates for advertisers that may lack their own creative assets. It also includes a basic analytics package that reports on impressions, click-throughs, and a campaign's running cost.

The offering was first heralded by MySpace last November as a way for marketers to slice and dice its vast audience according to their detailed interests.

But its germination goes back further than that, to Fox Interactive Media's 2007 acquisition of Strategic Data Corporation. FIM claimed the purchase would give it the technology chops it needed to meaningfully target ads to users based on the myriad information contained in profiles, bulletins, and blog posts. MySpace has also said it will eventually roll out more sophisticated targeting approaches, such as life stages targeting.

In addition to interest-based targeting, marketers can deliver ads based on demographics, location and other criteria. Prior to its launch, MySpace tested the system with 80-plus advertisers. In a June update, MySpace told ClickZ News it plans to review all ads created using the platform before exposing them to the site's audience.

The launch of MyAds comes about three months behind schedule, perhaps to coincide with the big roll-out of MySpace Music. News Corp. is heavily invested in the ad-supported music offering -- a joint venture with major labels -- and MyAds is clearly meant as much for bands and small labels as for other small marketers. For instance, a dedicated interface for music marketing uses copy like "find your fans" instead of "find your customers."

MyAds joins a host of other self-serve ad platforms, including those from Facebook, Google, AdBrite, Platform-A and others.

MySpace could not immediately be reached for comment.

ClickZ Live Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!

ABOUT THE AUTHOR

Zachary Rodgers

Until March 2012, Zach Rodgers was managing editor of ClickZ's award-winning coverage of news and trends in digital marketing. He reported on the rise of web companies, data markets, ad technologies, and government Internet policy, among other subjects. 

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.

COMMENTS

UPCOMING EVENTS

Featured White Papers

IBM: Social Analytics - The Science Behind Social Media Marketing

IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

Resources

Jobs

    • Digital Marketing Analyst
      Digital Marketing Analyst (GovLoop) - Washington D.C.Are you passionate about audience acquisition? Love effective copy and amazingly effective...
    • Product Specialist
      Product Specialist (Agora Inc. ) - BaltimoreDescription: The Product Specialist is hyper-focused on the customer experience and ensures that our...
    • Partnerships Senior Coordinator
      Partnerships Senior Coordinator (Zappos.com, Inc.) - Las VegasZappos IP, Inc. is looking for a Partnerships Senior Coordinator! Why join us? Our...