Online Advertising for Home Builders

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Online Advertising for Home Builders

  1. 1. Online Advertising<br />Essential to the Media Mix<br />
  2. 2. Online advertising<br />Understanding Media<br />Effective Creative<br />Innovative Creative Strategies<br />
  3. 3. Understanding the Media<br />Display Ads are the fastest growing advertising vehicle<br />66% of all Internet users would click on more online ads if they were better targeted to them<br />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<br />
  4. 4. Research: NHS Ad Click Rates<br />2x<br />Above<br />Industry<br />Norm!<br />“Recent research conducted by comScore on behalf of Starcom and Tacoda showed that average click<br />rates on display ads in 2008 were less than 0.1%.” Whither the Click?, comScore, published Dec 4, 2008<br />
  5. 5. Highly Targeted Advertising<br />Consumers are actively searching for a new home.<br />46% of visitors to NHS are specifically looking for a new home.<br />Geotargeted to were consumers searching<br />50% of NHS traffic is from people relocating.<br />Enhance NHS listings<br />Banners brand listings and add more details.<br />
  6. 6. Measuring Effectiveness<br />Creative is more important than position<br />Clicks are proportional to impressions served<br />Even small campaigns can be successful!<br />CTR correlates with frequency of delivery<br />
  7. 7. Measuring Effectiveness<br />Effective beyond the click<br />“Recent research conducted by comScore on behalf of Starcom and Tacoda showed that average click<br />rates on display ads in 2008 were less than 0.1%.” Whither the Click?, comScore, published Dec 4, 2008<br />
  8. 8. Effective Creative Campaigns<br />Campaigns averaging a .35CTR or better.<br />
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  17. 17. Top Campaigns<br />Narrow and refine the consumer’s search<br />Promote the community<br />Manage consumer’s expectations<br />Have relevant landing pages<br />Include a price point/range<br />
  18. 18. Innovative Creative Strategies<br />
  19. 19. Complementary Creative<br />
  20. 20. Complementary Creative<br />
  21. 21. Rich Media<br />ttennison@builderhomesite.com<br />
  22. 22. Video<br />
  23. 23. Video<br />
  24. 24. Innovative Creative Strategies<br />Complementary Campaigns<br />(Community, Quick Move In, Promotion, Price, Green Building, Awards)<br />Enhance Community listings<br />Sequential Placement<br />Video Banners<br />Rich Media (ISAT)<br />Ad Burner<br />(ISAT)<br />(Ad Burner)<br />
  25. 25. Contact<br />Thane Tennison<br />Advertising Operations Manger<br />Builder Homesite<br />Email: ttennison@builderhomesite.com<br />Phone: 512-665-8903<br />Twitter: t_tennison<br />Volume pricing available for Consortium Members.<br />

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