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
    Alan MadLeese, 4 Jul 2006 @ 7:01am

    TD, Big noises looming on or about this lovelyfourth, celebrating the battles wom mostly by Mainers, the hardiest of the New Englanders. THis is Al MacLeese from Hallowell, the one who has been yapping about how the stealthfounders and profiteers from MySpace, andy and tiffany wiederhorn,of the Portland HQ of the mob, and Clarence Bud Coleman and genial wife Joan, have not received credit for their anonymous efforts in creating a place wherein children can be easily fleected. But my companion-in-virtue in trying to help out the louts, Trent Lapinski is going to rectify the news blackout that the MSM imposed, perhaps in a trance; Lapinski's blockbuster is imminent, Nick Dentonof Valleywag, the shock troops for the Gawker battalions, sez, but he's been saying that for a spell and I meanlysuspect he is just building up the suspense until, like Clancy, he lowers the boom, i.e., Lapinski, who I knew back when. So it is indeed a glorious fourth, what with the glad tidings from Santa Monica and Burlingame due any minute, and there isn't a striper in the lovely, gently wafting Kennebecd River, who won't leap and dart with thenews that the Wiederhorn-Coleman Hole-in-the-Heart Gang has been given a taste, at leasts, of a comeuppance.

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