Magazine article Marketing

Brand in the News: Bebo

Magazine article Marketing

Brand in the News: Bebo

Article excerpt

- What's happened?

AOL has given up trying to make a success of Bebo, the social networking site it bought for pounds 417m less than two years ago. Management at AOL have decided that it can no longer support the site, which it says requires 'significant investment' to compete with other social networks.

- Why does it matter?

In 2007, Nielsen rated Bebo as the most-visited social network in the UK. That was before Facebook took off, however, and Twitter has also crashed the party since. A catastrophic 45% year-on-year decrease in unique users in February 2010, according to comScore, is evidence of Bebo's dramatic downward spiral. What happens with the social network now is crucial to AOL's future. If it can claw back some of the cash spent on it, it can at least gain something from a disastrous piece of business. For brands, Bebo is no longer the young, cutting-edge ad platform it once was and it is likely to disappear from media plans. …

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