Category — Digital

MySpace launches “Community Builder” advertiser platform & appoints President Sales/Marketing

• Currently in beta testing, “Community Builder” allows advertisers to build & maintain profiles, track campaign performance with Hitbox analytics, and make real-time changes
• MySpace offers 2 plans: “self service” & “full service” allow advertisers to design their own creative or pay for MySpace’s customized creative
• All advertisers can use MySpace’s HyperTargeting system

MySpace has been increasing its advertising activity as it looks to monetize site

CBS Interactive division restructures to manage growth & strategy

• Bryon Rubin, moves from CBS corporate development and M&A to EVP and CFO of CBS Interactive to design financial strategy
• General Managers will oversee 4 core businesses:
• Entertainment Unit (CBS Audience Net, CBS.com & Dotspotter): led by Dotspotter.com founder, Anthony Soohoo
• Last.fm: led by 3 cofounders, Felix Miller, Martin Stiksel & Richard Jones
• CBSSports & CBSNews: led by Jason Kint
• Mobile: led by Jeff Sellinger, founder of Goldpocket wireless

Implications: CBS’s move is indicative of the company’s efforts to jumpstart its digital offerings

Differences between comScore & Google data highlight imperfections in online measurement

• comScore estimated 1.8% growth in US paid search clicks y/y, but Google reported 20% growth including international clicks & non-search ads
• Advertisers are accustomed to disparities between comScore, Nielsen and a publisher data, but must rely on pricing & campaign performance data from a single outside ad-serving firm, like DoubleClick

The need for reliable online standard data continues as advertisers spend more online

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Google is expanding search-advertising capabilities to include video, display and interactive ads

• Last year when Google introduced universal search, which includes image, video and text in search results, they saw search-result format impact the effectiveness of accompanying ads
• Google is leveraging its dominance in online search advertising to pursue ad dollars from other ad formats

Link: The New York Times

GoFish Corp, a youth entertainment media company, launched a vertical ad network for kids and teens, giving it the 3^rd largest kid/teen audience in the U.S. behind Disney Online and Nick Kids & Family

• GoFish’s network points to the growing trend of ad networks and publisher aggregators competing with branded entertainment companies

Link: MediaPost

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