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.

Reader Comments

Subscribe: RSS

View by: Time | Thread


  1. identicon
    freakengine, 24 Apr 2006 @ 2:16pm

    What the web WAS

    Don't you get it? Myspace really represents what the web was in its "info superhighway" heyday, i.e. - bad graphics, poor design, low bandwith, and connectivity. You gotta hand it to the kids that missed it the first time around. They got pretty close to replicating 1994...or was it 95?

    Seriously though, the do it yourself mentality of the early days of the web made it exciting. It's no wonder teens (and others who missed out before) are excited about making their own little web spaces, no matter how tacky and unrefined they might be. And unlike the early web, your friends can actually FIND you. None of my friends could ever find my Tripod pages back in the day.

Add Your Comment

Have a Techdirt Account? Sign in now. Want one? Register here



Subscribe to the Techdirt Daily newsletter




Comment Options:

  • Use markdown for basic formatting. (HTML is not supported.)
  • Remember name/email/url (set a cookie)

Follow Techdirt
Techdirt Gear
Shop Now: I Invented Email
Advertisement
Report this ad  |  Hide Techdirt ads
Essential Reading
Techdirt Deals
Report this ad  |  Hide Techdirt ads
Techdirt Insider Chat
Advertisement
Report this ad  |  Hide Techdirt ads
Recent Stories
Advertisement
Report this ad  |  Hide Techdirt ads

Close

Email This

This feature is only available to registered users. Register or sign in to use it.