MySpace’s newly launched application platform will include an interesting additional feature for advertisers: targeted advertising within applications. This is especially interesting given that MySpace’s click through rates have been pretty disappointing.
The upside is that targeted advertising appears to increase click through by 300%. This effect might be even more pronounced when those ads are served in the additionally targeted setting of a great application.
Marketers who want to get the most bang for their social media advertising buck would do well to keep tabs on these developments. Buying advertising on applications that reach your market segment in an editorially appropriate way, and then further targeting those ads to those you want to reach seems promising as a way to extend reach.
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