100 million is an impressive sounding number. The millions of MySpace social networkers and YouTube video sharers the sites boast are what attracted News Corp. and Google to acquire the respective Websites.
MySpace touts more than 100 million MySpace “friends” and YouTube touts more than 100 million “clip-culture” videos viewed daily.
One hundred million is an impressive sounding number. The millions of MySpace social networkers and YouTube video sharers the sites boast are what attracted News Corp. and Google to acquire the respective Websites.
I have asked at this Digital Micro Markets Blog how much are 100 million non-paying users worth?
News Corp. paid $580 million for MySpace when it hosted less than 100 million “friends”; Google acquired YouTube’s 100 million claimed video views daily for $1.65 billion in Google stock.
HP is all about selling product and Bermel cited research indicating that 'people involved in social networking tend not to trust products advertised in the social network'… Bermel asked 'Why does HP have to 'be there'.
Levinsohn touted that MySpace commands “rich CPMs” from “hyper-targeted advertising.” I put forth to Levinsohn, however, that user-generated content generally nets “junk” CPMs and I pointed out that I had written about one particular MySpace friend–Sexxy Sangria–and noted that even Google had shown little interest in trying to sell ads against her style of very friendly profile.
MySpace’s Sexxy Sangria now appears tame, however, compared to the “very, very friendly” fare featured at Google’s YouTube. The prominent “Channels” tab on the YouTube homepage leads to the members page showcasing the twenty “most subscribed this week” clip-culture videos. Below is one of the YouTuber member channels featured: “hot lesbians kissing.”
MySpace also is able to sell access to its “front door” to high-quality marketers. MySpace is stymied by the very 100 million friends it touts inside MySpace, however.
John Trimble, SVP Branded Sales, FOX Interactive Media, put the “best” MySpace face forward, a sanitized one, in response to HP’s Bermel citing her reluctance to market to MySpace “friends”:
Trimble offered that MySpace conveniently offers “protected areas” within MySpace to provide marketers with a “trusted environment.” Trimble cited the MySpace homepage and brand sponsored sections saying there are areas in the site that “are not fully user generated.
I asked Trimble how his “protected area” brand sales pitch jibes with MySpace’s everyone is Tom’s friend positioning. After all, if the MySpace rasion d’etre is to promote the unfettered creation of user-generated content, wouldn’t advertisers be missing out on the real MySpace experience if advertising against “non MySpace” content.
Trimble reiterated his “protected area” sales pitch as a response.
With “Sexxy Sangria” at MySpace and “hot lesbian kissers” at YouTube, News Corp. and Google will need to make the case for why marketing in “unprotected areas” of social networking properties is advantageous, if they hope to command more than “junk" CPMs based on their hundreds of millions of friends and video sharers.