MySpace gives advertisers more control with new platform
By Erina Lin, Monday 21 April 2008 at 23:57 :: World Digital Media Trends :: #1559 :: rss
MySpace has launched an ad platform called Community Builder, which gives advertisers more control over their presence and allows them to build, maintain and customise brand profiles, Brand Republic reported Monday.
The platform is now in a trial phase. It offers advertisers with analytics to help them gauge campaign performance and make real-time adjustments.
According to Brand Republic, two versions, including self-service and full-service, will be available. Both can increase profile functionality and provide 24-hour access to updating community elements such as blogs and bulletins, the report states.
Self-service is aimed at advertisers familiar with MySpace, or having advanced design coding skills, with the time and resources required to maintain a community.
On the other hand, the full-service offering is for advertisers who need in-house MySpace experts to handle the production of the user experience, community design, and interactive elements, Brand Republic reported.
"Community Builder is the next evolution of the MySpace brand profile -- a more flexible solution that puts creative freedom and control into the hands of advertisers to ensure that a community stays dynamic and interesting in between major campaigns and projects,” said Bryce Emo, senior vice-president of sales at MySpace.
"This new platform enables marketers to fulfill long-term communication strategies with consumers who engage in and befriend their communities. It's an opportunity to connect with users faster and easier than ever before," Emo stated, according to Brand Republic.
Community Builder is now being beta tested, and will be available broadly in the coming months, Brand Republic reported.
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