Advertisers Look Downhill for Returns
It’s official – figures just released by web analytics outfit comScore have confirmed what we’ve all been discussing for the last few months – mainstream social networks are loosing steam.
You can check out all the stats here at Creative Capital. What you’ll find is that the average length of time users spend on all of the top three sites is on the decline…big-time!
With MySpace, Bebo and Facebook all posting double-digit percentage hits in Q4 2007, where should advertisers be looking?
According to BusinessWeek, niche social networks – particularly those that break a sweat – are where high-caliber advertisers are spending their money.
For instance, US Olympian and ski icon, Bode Miller, recently launched SkiSpace, a social network that snow-riders can join to meet ski buddies, plan weekend trips, and hear first-hand reviews of ski resorts. SkiSpace grew to a community of 10,000 in its first month.
There are countless other niche social networks that are attracting big crowds – and big money from advertisers. By catering to niche markets, these social networks can offer a channel for targeted ads.
BusinessWeek reported that some ski resorts are spending as much as $50,000 for such campaigns, leveraging new media capabilities such as mobile blogging widgets and RSS feeds to interact more directly with members.
Perhaps Mark Zuckerberg will take those pesky billion dollar offers more seriously this year.
January 31st, 2008 at 9:23 pm
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January 31st, 2008 at 9:37 pm
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January 31st, 2008 at 10:05 pm
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