Why Myspace (not Facebook) ideal for some advertisers

Posted on | November 9, 2009 | View Comments

Approximately four years back (in January 2007) Myspace launched in the UK. Taking on the mighty Friends Reunited, having already given Friendster a run for it’s money. Along came Facebook, with richer user experience and ultimate privacy control, taking the social media market by storm, and hasn’t stopped user acquisition ever since.

Facebook’s v/s Myspace demographic (UK)

Facebook accounts for 1 in every 7 Internet page views, 4.8% of all display ad impressions and 1% of all display ad revenue in the UK. Hitwise statistics show Facebook is the second most visited website in the UK after Google.

Facebook is used everyday by 65% of people aged 15-24, with another 12% stating they use it 2-3 times a week. In comparison MySpace reaches 30% of UK adults aged 15-24 (March 2009).

Why use Myspace for advertising?

The big question is, given Facebook’s high usage and advertiement targeting why are advertisers still poring in hundred’s of millions of pounds into Myspace. I guess the answer lies in who are advertisers targeting! MySpace is ideal for advertisers looking to target musicians, artists and other creatives. I conducted a poll on Twitter to ask people uses Myspace. Some answers from the poll:

BethGranter: It’s still a necessary requirement for bands, although play counts have dropped, it is expected from them as a central hub. Also I’ve been thinking of using it for my illustrations rather than personal use as I like how it can be customised more than FB

ThinkingFox: I met a band last week, 2 20 something guys who swear by it for getting out info on gigs etc. probably, and also because anyone can view a page, you don’t have to “belong” to myspace in the same way as FB.

Dubitinformer: There is anecdotal evidence that MySpace is used by people who want more customisation functions, more linked to creative types. (from blog post).

Clearly the reason why advertisers are still flocking to Myspace is the fact that it has a larger proportion of creatives than Facebook. It would be ideal for a publisher targeting bands, models, singers, musicians etc as oppose to , for instance: teenagers looking to buy a mobile phone. For that Facebook is still ideal!

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