Inflated MySpace Page Views Explain 10-Cent CPMs

from the whip-page-view-inflation-now dept

Several months ago, we noted that something wasn't adding up when it came to MySpace. Ostensibly they are one of the most viewed sites on the internet, yet their ability to pull in revenues seems almost pitifully poor. This became the subject of much chatter this weekend, as The New York Times pondered the same question. According to one web designer, at issue is the MySpace's design, which produces a large number of extra page views each time a user accesses the site. With a superior interface, the user might get the same experience with a third (or less) page views. Advertisers understand that a lot of the page views are redundant, thus explaining why they're not will to pay too much for ad impressions -- giving MySpace a reported 10-cent average CPM. What isn't clear is whether the company would be better off improving the site's usability. Undoubtedly they'd improve their CPM, but it might be at the expense of their stature as a top-ten internet destination -- something that's helped fuel a lot of their hype. Some publishers have openly stated that they won't adopt more efficient design techniques, out of fear of reducing their ad impressions, and thus revenues. Ultimately, this seems like a bad strategy. Nobody likes a cab driver that takes the scenic route, just to drive up the fare. Eventually, people will gravitate to sites with superior usability. It's better to become one of those, than to foist bogus page views on the users and advertisers.

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  1. identicon
    MarillaAnne, 24 Apr 2006 @ 11:26am

    I've been disappointed ... loving imeem.com though

    This "new social Internet stuff" is pretty funny to me ... If you want the long version of that statement you can read my March zine on my web site ... ... and that article is what got me curious about these "social sites." I'm afraid I fell totally into geek user mode for a few years, blinked, and I've been missing out on what I loved most about AOL 10 yrs ago -- the social network. So I started exploring ... I also have a Xanga and an Imeem.com ... found out that I am very much a minority ... over 45 ... woman ... loves geek stuff ... and somehow i missed out on having a music obsession ... I also found out that myspace is exhausting because of the click click click and it's ABSOLUTE OBSESSION with flashing advertising ... good grief ... i thought that went out at least 5 years ago ... I thought everybody who knew anything knew that those were ... what ... [nice words search] ... ah ... garish, irritating, and immature design elements. My work around is to inflate myspace's page load count ... F5 F5 F5 F5 F5 ... eventually I'll get a Google word ad ... or sometimes I get lucky and the flipp'n ads disappear altogether! So but ... I found a niece of mine and a friend's daughter ... and some interesting causes to follow ... so ... i play with it some. AND then ... I started having Internet connection issues ... it was dragging and it was intermittent and i suddenly felt like i was back on 14.4 dial-up out in the country on a partly line (you haven't faced your Internet addiction until you've tried to connect this way.) ... Bottom line ... I couldn't work on MySpace at that point. Here's the deal ... I'm a geek right? so who do my friends turn to when they get curious about new stuff? Me. And what do you think I'll be recommending? Things I've noticed ... Xanga is letting the users enter their own Amazon codes. if myspace is ... I've not found it. Imeem.com ... They've got the RSS feed fun and games dept cornered. Also their chat tool ... sweet ... AIM Yahoo MSN and GOOGLE. Advertising? Absolute minimum with clean display. have fun, pamElise

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