About the author
Ian Schafer, CEO and Founder of Deep Focus (a part of Engine USA), is one of advertising’s most influential voices in interactive marketing and social media. Prior to founding Deep Focus in 2002, Ian was Vice President of the New Media division of Miramax Films.
Deep Focus is an award-winning engagement, social media and innovation agency boasting a client roster that includes brands such as AMC, Microsoft, Sony, Diageo, WellPoint, MoMA, and Nintendo. Deep Focus is a part of Engine USA.
Under Ian’s guidance, Deep Focus has been lauded for its expertise and excellence at using digital media, technology, creative, and communications strategies to create engaging, value-driven experiences that get people talking. The Emmy®-nominated firm has been responsible for many memorable, award-winning efforts over the years including 2009’s MadMenYourself.com, and has been the recipient of numerous distinctions, including several Webby Awards and a Cannes Gold Lion.
Named a ‘Media Maven’ by Advertising Age and one of Adweek’s “Young Ones”, Ian has been featured in Wired, The New York Times, The Wall Street Journal, BusinessWeek, Adweek, Advertising Age, USA Today, New York Magazine, Variety, CNN, Fortune and The Hollywood Reporter. Ian also sits on the executive board of the Social Media Advertising Consortium.
{ 5 comments… read them below or add one }
More interesting executions will be coming. Because of how sensitive this launch was (too many eyeballs) there was a decision to make sure and not screw the pooch by going all out on the initial day).
The best part for advertisers though is that you have a 960×250 ad unit right smack at the top below the header.
I’ve got some qualms with the design. In some ways, the old design was great for the site’s audience. here are my thoughts: http://tinyurl.com/3elfrs
Giving up 50% of the real estate on a utility home page tells me this social media site is having problems monetizing users.
Unfortunately, this type of move can create a downward spiral. The louder you shout, the less attention users pay, and cleaner social media sites such as Facebook and Twitter, or the aggregators such as Feedly, will tempt the alienated audience. I wrote in BusinessWeek recently that widgets have a similar problem, because the mindset of users of social media is very different from shoppers at Google. When people are socializing, they are in “do” mode — creating content, sharing connections — and ads are the last thing they pay attention to. The ad message becomes peripheral.
Which is why MySpace is now shouting on its home page.
While I agree with your philosophy, I will say though, Ben, that MySpace has always shouted on its homepage. It’s been hosting site takeovers for years, now. And people are still using it. But there’s a reason why many of those takeovers are by movie studios — people DO look at that as content.
The question is…can brands figure out effective ways to use the platform to develop relationships with consumers over time? Will they have the patience?
I sure hope so.
I want to get the old myspace homepage back because I can not click the login button, therefore, i can’t signin.