New York — Meebo, a web-based instant messaging service that allows people to access the service from anywhere, on Monday announced the extension to its successful advertising platform to include the growing number of partners that are deploying its Community IM product across a network of 40 different Web sites reaching over 45 million unique monthly users, which launched last year.
Meebo simultaneously combines multiple social and instant messaging platforms — including AOL Instant Messenger, MSN Messenger, Facebook and others — in a single Web browser interface, enabling seamless chat between multiple circles for friends.
In addition, social networks like myYearbook and movie fan network Flixster also has already incorporated Meebo’s white-label instant message service, Community IM, so their users can chat across instant message services without having to leave their sites.
With Community IM, Meebo is placing itself as an easier way for other social sites to add IM integration with any major IM provider that those sites users might prefer. The company has thus developed a signature “brand showcase” ad unit, or MediaBar, which expands into an over-sized 900 x 400 banner that officials claim has proven highly successful for several brand advertisers.
Starting in the second quarter, those users will be getting small banner and icon ads within the chat toolbar on the Community IM interface. Meebo will attempt to expand its reach across the Web by increasing the number of sites that feature integrated Meebo ads. Meebo ads will feature video, apps, games, news, quizzes, product showcases, and more. Click on the icon and you get a 900 x 400 ad, like the one for Havaianas, below.
In general, Meebo caters to around 45 million people through its home site, on its embeddable Meebo group chat room widgets and Community IM.
It is not evident how much money Meebo could end up generating here, but the idea seems to be working pretty good so far.
Meebo has already been running these ads on its own site, and it says, has been getting a better response than some other forms of interactive advertising. It is obviously harder for users to miss ads when they are clicking around in chat windows with friends. For social networks and entertainment sites, these ads could be more appealing because they include pop-outs for interactive media like simple games or movie trailers.
According to Meebo executives, the display unit regularly drives click-through rates in the neighborhood of 1%. Plus, 10% of those who do interact with these display ads share the ads with friends via Meebo.com.
In addition to the announcement, Meebo has also unwrapped a handful of new partner sites that will be deploying Community IM, including CafeMom, StarPulse, IGN, Current TV, CrispyGamer, DailyStrength.org, GGL Global Gaming, and Internet Brands (over 40 partners have now announced plans to integrate the product into their sites, though some are taking their time).
Meebo executives are scheduled to present details on the new expansion at the iMedia Breakthrough Summit event on Mar. 23 in Coconut Point, Fla.