Monetizing MySpace Traffic - eMarketer
From eMarketer analysis:
. . . an eMarketer analysis of FIM US revenues versus unique visitors shows that FIM is getting better at monetizing its traffic. eMarketer estimates that the US accounts for 80% of total FIM revenues. That puts US revenues at FIM at $180 million in the June quarter, up 23% from $146 million in the same quarter in 2007. By contrast, the average number of monthly unique visitors in the US grew just 6.6% in the same time period, according to eMarketer's analysis of comScore Media Metrix data.In Q2 2007, FIM earned roughly $0.59 in average monthly revenue per US unique visitor. In Q2 2008, average monthly revenue per US unique visitor was $0.68, or an increase of 15 percent. Monetization has fallen off since late 2007, when average monthly revenue per unique visitor reached $0.75.
Monetization is accomplished with behavioral targeting, called HyperTargeting initiative. Display ads are targeted based on information users divulge in their profiles. One-half of all ad buys now include HyperTargeting. For the last two quarters CPMs for HyperTargeting campaigns have been more than double those for nontargeted advertising,.