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
    Normality Case, 18 May 2007 @ 6:13am

    OMG You lot are soooooooo bitchy!!

    Does anyone actually remember why they bothered answering this thread?? :)

    Seriously, you lot are moaning about a load of rubbish!

    1) Myspace bad design - its desiged mostly by USERS not geeks and WE DONT MIND the lack of perfecto standard design. Its not like our lives depend upon it, and MY friends are the only people reading mine anyways!! So get over it! Geez

    2) Flash Ads - Are you just stuck in the dark ages?? Download firefox and adblocker; problem solved! I cant remember the last flash ad I saw on myspace....

    3) Page views - Nobody cares about page views apart from bloody marketing wank-heads so that is also irrelivant!

    4) In my experience the only people who moan about myspace, are people who dont have the necessary personality to get any replies from people on there (or any other social networking site for that), or people who flamed and then got ignored by all and sundry, just for acting like little childeren throwing their toys out of their pram!

    Please ..... its sad!

    STOP MOANING ABOUT MYSPACE - It has clearly given you a reason to get out of bed in the morning, and something to talk about which you obviously had missed out on previously.

    Somebody needs a life :) Maybe you could find some friends on myspace?? That is if you drop the bad attitude :)

    My god! Honestly we are adults here are we not? hehe

    BBM

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