MySpace takes a low key approach to drtv advertising. The ads blend into the content. There are other social network sites such as Facebook.com, Buzz-Oven, Bebo and Xanga.com. The large brand advertisers with products targeted at this audience are experimenting with advertising on these sites. They are using promotions to engage visitors. They are giving away products and using contests and videos to promote their products. Kids are influencing other kids to buy products promoted on the sites, according to Business Week.
 
Media buyers need to be aware that what’s hot today may not be next year. Friendster.com was the cool social networking site last year, but now MySpace is the hot site, so it’s important to stay on top of the latest trends. If you have a teenager, they more than likely know about these sites and many visit them regularly. Teenage girls 12-17 are the biggest users of these sites, as reported by Nielsen. According to Business Week, teens have increased their computer time for social networking by a factor of three over the last five years. MySpace tries to educate kids about online safety, but many kids divulge personal information online, according to USA TODAY. So parents are encouraged to monitor their children’s activities on the web.
 
Direct response marketers who want to stay ahead of the curve, need to develop integrated, multi-channel, advertising campaigns that incorporate direct response TV, online, print and radio media buying, in order to reach not only the teen market, but other consumer segments that are increasingly making purchase decisions online. Social networking websites should definitely be considered as part of the media mix if your product is geared towards a teenage or college audience.  Align yourself with an experienced direct response media buyer who understands how to buy ad space on these sites.

Peter Koeppel is Founder and President of Koeppel Direct