If 2005 was the Year of MySpace, this year has

If 2005 was the Year of MySpace, this year has belonged to YouTube. It's become the Web's No. 1 video site. YouTube's "clip culture" mix of toilet-trained cats, skateboard tricks and pirated Daily Show footage is outdrawing packaged fare from the networks and portals. Now, it is pioneering a new, user-initiated video ad model that could offer a viewer-friendly, engagement-rich alternative to repurposed pre-roll spots. It's "exactly where they need to go," says a buyer. MySpace is arguably the biggest youth cultural phenomenon since MTV launched in the early '80s. The site's exponential growth has had a sweeping impact: not buying the property essentially got former Viacom CEO Tom Freston fired. A single ad deal with Google has more than recouped News Corp.'s $580 million investment, and the site recently created more advertiser-friendly content. Buyers say it could do better in figuring out how to use all of that fascinating user-supplied data. Even after 10 years, this company continues to innovate. According to one media exec, its secret weapon is its distribution strategy: "The site offers plenty of ways for visitors to get weather pushes beyond the site," with desktop apps and mobile alerts. And let's face it: social engagement sites are hot, but reach still matters. WeatherChannel.com offers advertisers 30-plus million unique visitors a month. Add to this cross-platform opportunities with the site's sister cable network, and you've got what might be called the perfect storm of advertising.The glitz-and-glam gossip site shows hope springs eternal during another restart year for the Time Warner Internet unit, marked by a business model shift to fully embrace advertising. TMZ scored a coup in July by breaking news of Mel Gibson's arrest and bizarre rant. If it can continue to outscoop traditional gossip heavyweights, TMZ's heady mix of snarky blog posts, paparazzi video and user comments could make it into the Us Weekly of the Internet age. Calling video the killer app for offline print media companies, one media exec says BusinessWeek.com has "a rich library of well-produced exclusive content," which offers good opportunities for advertisers. Yes, the site is smaller than some of its competitors when it comes to unique visitors, but it continues to grow, attracting business executives who marketers want to reach with luxury auto, tech, travel and financial advertising.Competitors jab Heavy for focusing too much on advertising. Yet while video-sharing sites grope for business models, Heavy already has relationships with brands like Axe and Burger King, which is why it "seems to be the real deal," according to one media exec. While usage surges and dips month to month, Heavy's weaving advertising and content, combined with its young male audience, makes the site an up-and-coming favorite with marketers. MLB.com is considered by many to be the model sports league Web property. The site has been offering fans the ability to view live games online for years, which has gone so well that other sports have licensed its streaming technology. Observers praise MLB's ability to succeed utilizing multiple revenue models. Its subscription business has thrived, pulling in 1.3 million paying customers last year, and it recently dialed up the amount of advertising and free video offered. Buyers say Cartoon Network is outdoing rivals in terms of offering creative ad opportunities, including developing cool immersive experiences such as a virtual role-playing game tied to the show Foster's School for Imaginary Friends. The site's recently launched broadband video platform, Toonami Jetstream, has drawn a significant audience so far. Adult brands are gravitating to AdultSwim.com, which streams half-hour shows from the young-adult programming block. ESPN.com is the monster in the sports Web universe, as the company continues to reap the benefits of a major commitment to digital media so early on. The site continues to enhance its multimedia offerings, including launching a new streamlined video player, along with Podcenter, a central hub for a growing list of original and repurposed podcasts. Mobile ESPN is a bust so far, but streaming live college football games this fall is a big step forward for the medium. Facebook stands in the looming shadow of the MySpace juggernaut, drawing less than one-fifth of the traffic. But its college-student gated community comes free of MySpace-like chaos. It's deal with Interpublic Group shows its potential as a valuable connector of advertisers and college kids. With Microsoft handling its banner ads, Facebook is free to experiment with what one media exec calls "very thoughtful" social ad models that have attracted brands like Apple and Jeep.

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If 2005 was the Year of MySpace, this year has

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