Developing the right advertising model for community sites is key, reports James Livesley.
Last week, yet another wave of commercial activity shook up the online marketplace, with BSkyB taking full control of teenage girls’ site MyKindaplace, and MTV using its viewer relationships to launch community site MTV Flux, with promises of a Flux TV channel later this year.
Following ITV’s acquisition of Friends Reunited and News Corp’s pounds 330m purchase of MySpace, it seems community sites have become a must-own for any self-respecting multichannel broadcaster.
What makes these sites so attractive and how do their new owners plan to make money from them?
While many a media planner may herald Friends Reunited and MySpace as the future of brand communications, not all understand the difference between them. Friends Reunited, which could be described as a social networking business, is about facilitating one-to-one contact, with most of that interaction taking place in private, either through closed areas of the site or outside of it.