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MySpace has quietly begun testing a new “In-Stream” ad unit, an ad that appears directly within a user’s personal “stream” of friend activities and status updates.
The new placement debuted on Feb. 10, with Coke offering fans a free download of the Selena Gomez song “Naturally.” Later that week, Procter & Gamble used the In-Stream ad to offer samples to women of Scope Outlast mouthwash and a free Crest Extra White Plus Scope Outlast Toothpaste.
The new ad tactic, which is designed to harness the share-with-your-friends, viral nature of the site, should serve as a good barometer for MySpace’s new positioning as a “discovery” engine.
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