Media News - Friday, July 18, 2008

Revamped Last.fm boasts ‘smartest’ ads on the web

A new type of web advertising that interacts with the site on which it appears is to make its debut on Last.fm, the social music site. Last.fm, which announces a major relaunch today, will start showing advertising that can tap into the community features of the site, making adverts more engaging, the site said. An example of the new "smart" adverts displays an image of a mobile phone handset which changes according to what the Last.fm user is doing. For instance, if someone is listening to Bon Jovi, the phone would appear to start playing a Bon Jovi track, showing off its MP3 player. Hotel chains will be able to tap into a Last.fm user's list of favourite artists and display adverts for hotels in cities where those artists have upcoming gigs. Train companies, similarly, will be able to advertise services running to other music-based events that may be of interest to the user. Based in London, Last.fm has more than 1.5 million users in Europe, according to Nielsen Online, 10 percent of which are in the UK. The site was bought by CBS, the US television network, for $280 million in May last year. (Times Online)

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