NEWS: Yahoo Eyes Sponsors For Social Sites
News/Social Networks/Yahoo/Mark Walsh
Found on: mediapost.com
IN A BID TO AGGRESSIVELY monetize its social-media properties, Yahoo this week will kick off a high-profile initiative for Nissan Motors. The new campaign, set to launch Wednesday, follows another recent milestone for the company. It recently launched the first corporate page on its Yahoo 360 social-networking site for Travelocity.
Yahoo says more sponsorships and marketing will follow, encompassing Yahoo 360, Yahoo Groups, and Yahoo Video.
MySpace has shown that corporate sponsorships tailored to a Web 2.0 audience can pay off. A study by market researcher eMarketer estimated that MySpace will generate $525 million in advertising next year, compared to $95 million on social-network offerings from portals like Yahoo 360, MSN Spaces, and Google's Orkut. By 2010, eMarketer forecasts that social-network ad spending will reach $2.1 billion in the U.S.
Yahoo is ready to cash in. "We have this phenomenal asset we offer to marketers in our huge range of communities," said David Kopp, senior director of product management for community applications at Yahoo.
But while Yahoo is stepping up efforts to draw advertisers to its Web 2.0 sites, the company faces challenges. Yahoo's homegrown social-networking site, the 20-month-old Yahoo 360, drew just 5.7 million unique visitors in September, compared to 55.8 million for MySpace and 13.3 million for Facebook, according to ComScore Media Metrix. Users spent on average 11 minutes per session on Yahoo 360, compared to 30 minutes on MySpace.
Found on: mediapost.com
IN A BID TO AGGRESSIVELY monetize its social-media properties, Yahoo this week will kick off a high-profile initiative for Nissan Motors. The new campaign, set to launch Wednesday, follows another recent milestone for the company. It recently launched the first corporate page on its Yahoo 360 social-networking site for Travelocity.Yahoo says more sponsorships and marketing will follow, encompassing Yahoo 360, Yahoo Groups, and Yahoo Video.
MySpace has shown that corporate sponsorships tailored to a Web 2.0 audience can pay off. A study by market researcher eMarketer estimated that MySpace will generate $525 million in advertising next year, compared to $95 million on social-network offerings from portals like Yahoo 360, MSN Spaces, and Google's Orkut. By 2010, eMarketer forecasts that social-network ad spending will reach $2.1 billion in the U.S.
Yahoo is ready to cash in. "We have this phenomenal asset we offer to marketers in our huge range of communities," said David Kopp, senior director of product management for community applications at Yahoo.
But while Yahoo is stepping up efforts to draw advertisers to its Web 2.0 sites, the company faces challenges. Yahoo's homegrown social-networking site, the 20-month-old Yahoo 360, drew just 5.7 million unique visitors in September, compared to 55.8 million for MySpace and 13.3 million for Facebook, according to ComScore Media Metrix. Users spent on average 11 minutes per session on Yahoo 360, compared to 30 minutes on MySpace.
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