Website: MySpace
What has happened? A revamp of the site including a new homepage, site navigation, user profile editing, search and changes to the MySpaceTV player
Owner: Fox Interactive Media
The latest mark the start of its "Summer of innovation", with more enhancements set for an autumn launch aimed at bolstering the site's customisation and privacy features. It is clearly aiming to reassert itself as the UK's leading social network.
The new homepage launched last week, featuring a complete facelift, a more instinctive content arrangement and a simplified sign-in function. The redesign will make it easier to access rich video content and allow for contact list categorisation, as well as a more simplified process for searching and connecting with friends.
The homepage now boasts a premium, above-the-fold MPU ad placement, as well as greater flexibility for brand takeovers. MySpace has significantly built up its global content partnerships and is developing a hyper-targeting solution for advertisers. However, my concern is whether a site such as MySpace, which has largely prospered through organic growth, can sustain and increase its current user base while progressing such commercial opportunities, particularly across its core gateway pages.
The new site navigation, fittingly a product of user consultation, gives easier access to key features such as e-mail, music and TV, and now also comprises a drop-down menu containing links to other applications, including karaoke and games.
The provision of music and rich video content, historically the most notable differentiator between MySpace and its social network rivals, remain its central pillars, led by a number of developments to the MySpaceTV video player.
Users can now share and interact with content and carry out in-player searches. Various in-video ad solutions are now available, including pre and post-roll, ticker executions and companion banners.
What's good? An intelligent overhaul paving the way for greater user experience and a more engaged audience.
What could be better? The inclusion of more subtle ad opportunities such as those available via its rivals.
Would I book my clients into this? Absolutely, but with careful consideration towards brand/product fit and placement choice.
David Fineman, Head of digital, BJK&E
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