Online Advertising for Home Builders

Online Advertising
Essential to the Media Mix

Online advertising
Understanding Media
Effective Creative
Innovative Creative Strategies

Understanding the Media
Display Ads are the fastest growing advertising vehicle
66% of all Internet users would click on more online ads if they were better targeted to them
Source: “TNS Media Intelligence Reports U.S. Advertising Expenditures Declined 1.7 Percent in First Nine Months of 2008 ,” TNS Media Intelligence Press Release, Dec. 11, 2008. Note TNS does not track search advertising revenue. URL: http://www.tns‐mi.com/news/12112008.htm

Research: NHS Ad Click Rates
2x
Above
Industry
Norm!
“Recent research conducted by comScore on behalf of Starcom and Tacoda showed that average click
rates on display ads in 2008 were less than 0.1%.” Whither the Click?, comScore, published Dec 4, 2008

Highly Targeted Advertising
Consumers are actively searching for a new home.
46% of visitors to NHS are specifically looking for a new home.
Geotargeted to were consumers searching
50% of NHS traffic is from people relocating.
Enhance NHS listings
Banners brand listings and add more details.

Measuring Effectiveness
Creative is more important than position
Clicks are proportional to impressions served
Even small campaigns can be successful!
CTR correlates with frequency of delivery

Measuring Effectiveness
Effective beyond the click
“Recent research conducted by comScore on behalf of Starcom and Tacoda showed that average click
rates on display ads in 2008 were less than 0.1%.” Whither the Click?, comScore, published Dec 4, 2008

Effective Creative Campaigns
Campaigns averaging a .35CTR or better.

Top Campaigns
Narrow and refine the consumer’s search
Promote the community
Manage consumer’s expectations
Have relevant landing pages
Include a price point/range

Complementary Creative

Rich Media
ttennison@builderhomesite.com

Complementary Campaigns
(Community, Quick Move In, Promotion, Price, Green Building, Awards)
Enhance Community listings
Sequential Placement
Video Banners
Rich Media (ISAT)
Ad Burner
(ISAT)
(Ad Burner)

Contact
Thane Tennison
Advertising Operations Manger
Builder Homesite
Email: ttennison@builderhomesite.com
Phone: 512-665-8903
Twitter: t_tennison
Volume pricing available for Consortium Members.

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Online Advertising for Home Builders

by Builderhomesite on Jul 14, 2009

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Online Advertising for Home Builders — Presentation Transcript