MySpace passes Yahoo as the top U.S. Internet ads site
Fox Interactive Media, which owns MySpace.com social network, has exceeded struggling Internet giant Yahoo Inc. (YHOO) that exposure to advertising property USA
In June, Internet users viewed 56.8 billion display ads on sites of FIM, giving the News Corp.-owned (NWS), a company 15.2% of the value of online display the USA advertising market, according to data released by the research group comScore market on Tuesday. Yahoo sites served up to 53.1 billion display ads in the same month of 14.2%. The data mark a change from May, when Yahoo has exceeded the USA display ads online with a market of 15.9% compared to 13.5% for the FIM. The latest data raised new concerns about Yahoo's ability to increase its business in online advertising. "This is a continuation of this trend that eyeballs are underway at other locations on the Internet, and advertisers are recognizing that," said Gene Munster, an analyst at Piper Jaffray. "It's a step in the wrong direction if Yahoo wants things to be done." The growing strength of the FIM advertising business also highlights the potential of MySpace, a popular social networking site, which represent almost all of FIM screen advertising revenue. The social networks like MySpace and Facebook rivals are struggling to generate advertising revenue at the rate originally planned. Even search giant Google Inc. (GOOG), which places ads on MySpace research, said making money out of social networks is more difficult than expected. Munster noted that the Yahoo ad rates are still probably five times higher than the amount of social networks could charge their advertisers, because users are generally engaged in socializing with friends rather than seeking information or products. News Corp. bought the parent company of MySpace for $ 580 million in 2005. News Corp. also owns Dow Jones & Co., publisher of this newswire and The Wall Street Journal. ComScore also published another series of results filtered tiny "chiclet" house ads and advertisements on all sites. FIM also surpassed Yahoo by these measures. The comScore numbers strengthened in recent encouraging News Corp. comments on the potential of MySpace. The company said earlier this month that the exercise of FIM fourth quarter increased 23% a year earlier to $ 225 million because of strong research and advertising revenue gains. The company also noted that interest in brand display ads has been strong during the current quarter, adding that 50% of all orders included "hyper-targeting", a new Internet technology designed to deliver ads to specific groups of consumers. ComScore said FIM advertising strength is due in part to its edge over Yahoo in page views. FIM July to cut 41.4 billion U.S. page views, compared with 31.6 billion page views for Yahoo properties, according to the latest data from comScore. Internet also allows advertisers addition to sharing a single web page, resulting in more views per user visit, the research group. Meanwhile, Yahoo has been under intense pressure to show shareholders it can jumpstart the online advertising his business after rebuffing a $ 47.5 billion offer from Microsoft Corp. (MSFT) earlier this year. Yahoo position of the first U.S. display advertisements property has been regarded as an essential element of the company's strategy to build a unified platform announcement, which would allow advertisers to easily and inexpensively their research, the display and video ads on the Internet. Yahoo has also said he hopes to increase the price advertisers pay for display ads on its main sites, as well as lesser-known that pages are not generally attract much interest advertisers, such as Yahoo Mail pages and pages user forum. Yahoo declined to comment on data from comScore and MySpace was not immediately available for comment. Top display advertisers on Yahoo included properties in June Inc. Netflix (NFLX), Nextag Inc., Experian PLC (EXPN), while the FIM leading brand advertisers University of Phoenix, Deutsche Telekom AG (DT) and Vonage Holdings Corp. (VG) A comScore said. |
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