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Mortgage And Real Estate Advertising
Real Estate News | Sept. 2006 - Real Estate Ads Shifting from Print to Web
Three new studies say the $11.6 billion real estate ad market is set to shift from print to the Internet.
This year real estate ads in daily papers are up: 19 percent in the second quarter of 2006, according to the Newspaper Association of America. But consulting firms Classified Intelligence and Borrell Associates, as well as investment bank Piper Jaffray all say that won't last.
Borrell says the Internet real estate ad market, now about $2 billion, will pass the now-$4.3 billion newspaper ad market by 2010. "We see newspapers losing at least seven points of market share by 2010," Borrell Associates President Gordon Borrell says.
Newspapers claim an estimated 37 percent of the market now, and the shift would mean a difference of as much as $1.8 billion in annual revenue. Even this year, Borrell expects a fall. He says the big gain at dailies that belong to the newspaper association masks a collapse at weeklies and alternative papers, and believes print overall will lose more than two market-share points this year alone.
Newspapers say they are fighting back, Classified Ventures, a joint venture of Belo, Gannett, Tribune, McClatchy, and The Washington Post, has started or bought a number of real estate Web sites, including home-appraisal site Homegain, apartment search site Apartments, and Homescape, a portal linking the online real estate sections of different newspaper sites around the country.
Source: BusinessWeek Online
Auction Based Advertising
Auction based advertising is a new way for selling traditional television ad spots. The television / cable network competes for advertising dollars. That ensures competition and better pricing for you as it forces the Television networks to compete for and be accountable.
The most valued advertisers are blue chip who want the auctioning concept to move forward.
Remember that the request for advertising accountability developed the idea of multi-channeling.
Today there are other, highly accountable media channels that preserve and maximize advertising budgets.
Internet, online marketing vehicles, in language direct mail.
Television networks need to deliver accountable media packages, otherwise more dollars will cannibalized by other media channels.
What makes a good tagline? The best ones are short, powerful summations that companies use alongside their logos to drive brand message home to consumers. Think "Just do it" and "We try harder."
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