Free Newsletter
Behind the Numbers: MySpace and Facebook
NOVEMBER 19, 2008Market research firms such as comScore do not yet measure newly developed types of social networking ads.
Many of the ad formats that social media sites are experimenting with are too new to be tracked via existing measurement techniques.
|
Take display ad views. Facebook’s share of display ad views was 1.1% in June 2008, compared with 15.9% for Fox Interactive Media, which includes MySpace, according to comScore Media Metrix.
However, the comScore data covers only Interactive Advertising Bureau-standard display ads, which leaves out new concepts such as Facebook’s Engagement Ads. These ads do not appear as banners.
“We will be capturing Facebook rich media/engagement ads in future iterations, which should cause FB’s share to increase substantially,” Andrew Lipsman, senior manager of industry analysis at comScore, told eMarketer.
At that point, MySpace will most likely still lead Facebook; it gets more monthly unique visitors and its pages contain more advertising.
But the closer researchers can get to measuring all the advertising activity that goes on within a social media site, the closer we will get to understanding the full impact of social media advertising on consumers.
Agencies and brands from all verticals rely on eMarketer Total Access for analysis and data. Daily articles are just the tip of the iceberg. Find out what you are missing. Learn more about Total Access today.
Posts
No comments:
Post a Comment