Info-Tech

How Apartments.com is increasing its streaming, audio selling to attain its ‘condo viewers’

Over the final two years, home condo web position Apartments.com has retooled its media technique, transferring away from being linear TV dominant to a more diversified ability. This year, the listing position plans to continue to spend on linear TV, albeit at a diminished percentage of its overall media budget, and invest more in streaming video and audio.

The company has chanced on that capacity renters spend more time observing philosophize material by ability of streaming services and products in addition to to taking discover of podcasts which makes these areas more superb, in step with Patrick Dodson, vp and head of promoting at Apartments.com. That being acknowledged, the corporate’s core target tends to head in search of reside sports and reside events, love diverse awards shows, so the corporate is having a stare to retain a presence on TV for these occasions. 

“Whenever you occur to stare on the condo viewers, reside sports is silent wide,” acknowledged Dodson. “You continue to win huge numbers of viewers and likewise you win them in actual-time. We continuously stare at renters versus home investors and renters, home dwellers, they tend to over index and reside sports, huge time, in addition to to the massive shows. We offer out that to continuously retain that upper funnel, high of mind consciousness for us.”

In 2019, Apartments.com disbursed roughly 70% of its advert budget (minus what it spends on paid search) to linear tv; as of late, the corporate allocates approximately 40% of its advert budget to linear TV. The company has reallocated its linear TV dollars to streaming, audio and social channels with streaming garnering roughly a third of the set aside’s budget, audio nabbing just a miniature no longer as a lot as 10% and social video accounting for approximately 12%. The company also spends on paid social and about a diversified channels but Dodson didn’t no longer damage out the potentialities of these channels or present right figures that keep up a correspondence to what amount of money this investment represents.

Apartments.com’s streaming budget has increased 150% since 2019, per Dodson, who renowned that the corporate’s streaming classified ads now seem on over 50 VOD platforms including Hulu, Peacock, Tubi, Roku, Twitch, amongst others. As for audio, the corporate’s classified ads continue to look on Pandora, Spotify, iHeart with Wondery and Studio 71 as novel audio partners for 2022. 

Per Kantar data, Apartments.com spent $47.9 million on media in 2021, down from $61.3 million in 2020 and a itsy-bitsy lengthen from 2019 when the corporate spent $44.7 million on media. Those figures exclude what the corporate spend on social media channels as Kantar doesn’t display screen social spending. 

Making streaming video more of a precedence and reducing spending on linear TV is a logical technique shift to Duane Brown, founding father of performance marketing shop Take hold of Some Risk. “If a amount of their customers are steamers then being there makes hundreds sense,” acknowledged Brown. “I imagine it’s also more cost-effective to retain out and thus win an even bigger attain overall than spending every little thing on TV.”

Brown added: “With Netflix getting classified ads down the toll road, if they can also just possess classified ads in some unspecified time in the future of obvious shows and or episodes, that shall be quite distinguished.”

Going forward, Apartments.com will continue to put into effect a “test and be taught” technique on novel channels. “We reserve a little bit of our budget for experimentation,” acknowledged Dodson. “We are continuously raising our hand to be first to experiment with these platforms and be taught.”

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