Move, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands
Move, Inc is a network of real estate websites for consumers and realtors. Move is headquartered in Westlake Village, CA.
|Main Telephone||(805) 557-2300|
|Main Fax||(805) 557-2680|
Move, Inc. ContactsContacts (5/11)
|Ryan O.||Chief Executive Officer||CA|
Sample of Associated Brands
|Nate J.||Chief Marketing Officer||CA|
|Bryan C.||Chief Financial Officer||CA|
|Suhail A.||Chief Technology Officer||CA|
|Brian S.||Vice President, User Experience Design||CA|
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Account in Jeopardy Update: Realtor.com launches experiential ads directly taking on Zillow
Subject: digital, TV, social, mobile, OOH, experiential, regional marketing
Company: acquired by News Corp. late last year
Opportunity: Realtor.com has launched an advertising campaign that takes on its main competitor: Zillow. This week, Realtor.com debuted an experiential ad in which it wrapped a for-sale home in Austin, Texas. The home, wrapped in black, is meant to represent all the homes buyers might be missing out on if they only search on Zillow.com. The larger national campaign, which includes animated banner ads and static digital ads on major online news and consumer websites and social platforms, is the culmination of research conducted in October. This research estimated that Realtor.com has 20% more MLS-listed, for-sale homes nationwide than Zillow.com. The campaign was created by Realtor.com’s AOR, Ocean Media handles media buying and planning.
Note that Nate Johnson just joined Realtor.com parent Move, Inc. in August (more here). Realtor.com currently scores 81 in our agency new business predictive platform, meaning an agency review could occur sometime toward the end of H1 2016. This is especially true since this campaign has launched and Johnson can begin to take stock of the company’s current roster and marketing practices. Sellers and agency readers should keep in mind that Realtor.com’s target audience tends to be college educated, married men and women ages 25-to-44. In addition to the experiential and digital ads Realtor.com has launched, its TV spending has increased exponentially this year, a trend which could continue into 2016.
Digital Breakdown: Moat reports that Realtor.com has run 238 display ads on 938 publishers since January (62% mobile). For FY 2015, ad have run mainly on real estate, news and education sites; however, the newest campaign’s digital footprint includes outlays on Google, Curbed, Yahoo!, Spotify, YouTube, Facebook and Twitter (static ads). Current animated banner ads run in specific markets, such as Austin, San Diego, Miami, Denver and New Orleans.
Realtor.com’s digital SOV, when compared to Zillow and Trulia, is 35.3% (falling behind Zillow’s 55.6%). However, Realtor.com does edge out Zillow for national TV SOV (58.7%).
910 E. Hamilton Ave.
Campbell, CA 95008
Chief Marketing Officer