Brendan Walsh - New York Times Digital

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Latest from NY Times Digital Real Estate, presented by Brendan Walsh, Director of Advertising. Presented at REMarTech on April 28, 2010 in New York City. Learn more at http://greenpearlevents.com/remartech.

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Brendan Walsh - New York Times Digital

  1. 1. Real Estate Marketing & Technology Academy Presentation Brendan Walsh, Digital Real Estate Advertising Director, NYTimes.com
  2. 2. A Large Print, Web and Mobile Audience Reaching a Large Audience In Print 5.4 million net print readership 1.5 million Sunday circulation (60% outside NY Market) 1.0 million weekday circulation (55% outside NY Market) Reaching a Large Audience Online 20.4 million unique visitors per month – online audience 1 in every 8 online users in the U.S. Surging Mobile Audience 68 Million Pageveiws February 2010 3.1 million unique visitors per month Sources: Nielsen Online @Plan Fall 2009; Mobile: Internal NYT metrics: February 2010 2
  3. 3. platform innovation 3
  4. 4. 2001 – two platforms PRINT WEB 4
  5. 5. 2010 – ten platforms PRINT WEB iPAD iPHONE APP KINDLE Web DROID MOBILE WEB PALM PRE APP APP TIMES READER BLACKBERRY APP 5
  6. 6. Storytelling Innovation Applying digital tools at the beginning of the storytelling process Texting & Driving Tweet Bowl Home Cost Calculator Word Train Multimedia Drives Engagement + Impressions Average Time Spent: 27.5 mins Word Train generated over 100 million pageviews 6
  7. 7. Advertising Innovation: Content Integration Cisco’s Home Page interstitial includes New York Times video content. Sotheby’s International Realty T Online sponsorship of style maps Emirates’s Sponsored Archive ran in an featuring New York Times content. XXL unit and included relevant articles from The New York Times. 7
  8. 8. Real Estate Agent Solutions Platform Premium Placement Spotlights your listing near the top of search results Targeted Targeted automatically to the neighborhood of your property’s location Personal Branding Features your name, builds your brand and links to your website Special Promo for Attendees Use the promo code “remartech” before the end of April and receive a sizable discount
  9. 9. Listing Analytics Number of times listings found In active searches Email Leads Deep Links (help SEO) Photo Views (no 1 feature our readers look for in a listing) Email Friend Print Listing Sent to Mobile Sample Brokerage
  10. 10. Increase Engagement What our readers look for in a listing: 1) Photos 2) Price History 3) Property Information 4) Neighborhood Information 5) School Data
  11. 11. Mobile Traffic Growth 68 million NYT total mobile Web page views in February 2010 (+70% increase vs. Feb ‘09) 50% of mobile page views come from the iPhone & iTouch App (33.7 million) Unique Users (February): 1.8 million mobile NYT site and 1.3 million iPhone/iTouch App NYT Mobile Page Views FEBRUARY (July ’07 – Dec ’09) PAGE VIEWS 90,000,000 80,000,000 Total: 70,000,000 68 million 60,000,000 iPhone/iTouch 50,000,000 33.7 million 40,000,000 30,000,000 Mobile Site 34.3 million 20,000,000 10,000,000 - Jul-07 Oct-07 Jan-08 Apr-08 Jul-08 Oct-08 Jan-09 Apr-09 Jul-09 Oct-09 Mobile Web PVs iPhone App PVs Source: Internal NYT metrics – July 2007 through February 2010
  12. 12. Mobile Solutions for Real Estate Search SMS Mobile Search Blackberry Shortcut iPhone App Text listing IDs on Handhelds nytimes.com/bbapp nytimes.com/REiPhone To NYTNYT m.nytimes.com/re
  13. 13. Features Search Content Personalization Tools

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