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How Apartments.com is increasing its streaming, audio marketing to reach its ‘rental audience’

Over the last 2 years, home rental site Apartments.com has actually retooled its media method, moving far from being direct television dominant to a more varied method. This year, the noting website strategies to continue to invest in direct television, albeit at a minimized portion of its general media spending plan, and invest more in streaming video and audio.

The business has actually discovered that prospective occupants invest more time enjoying material through streaming services in addition to listening to podcasts that makes those areas more appealing, according to Patrick Dodson, vp and head of marketing at Apartments.com. That being stated, the business’s core target tends to see live sports and live occasions, like different awards reveals, so the business is seeking to keep an existence on television for those events.

” If you take a look at the rental audience, live sports is still big,” stated Dodson. “You still get enormous varieties of audiences and you get them in real-time. We constantly take a look at occupants versus house purchasers and occupants, house occupants, they tend to over index and live sports, huge time, in addition to the huge programs. We do that to constantly keep that upper funnel, leading of mind awareness for us.”

In 2019, Apartments.com assigned approximately 70% of its advertisement spending plan (minus what it invests in paid search) to direct tv; today, the business designates roughly 40% of its advertisement budget plan to direct television. The business has actually reallocated its direct television dollars to streaming, audio and social channels with streaming gathering approximately a 3rd of the brand name’s spending plan, audio capturing a little less than 10% and social video accounting for roughly 12%. The business likewise invests in paid social and a couple of other channels however Dodson didn’t not break out the portions of those channels or supply specific figures that talk to just how much cash this financial investment represents.

Apartments.com’s streaming budget plan has actually increased 150% because 2019, per Dodson, who kept in mind that the business’s streaming advertisements now appear on over 50 VOD platforms consisting of Hulu, Peacock, Tubi, Roku, Twitch, to name a few. When it comes to audio, the business’s advertisements continue to appear on Pandora, Spotify, iHeart with Wondery and Studio 71 as brand-new audio partners for2022

Per Kantar information, Apartments.com invested $479 million on media in 2021, below $613 million in 2020 and a small boost from 2019 when the business invested $447 million on media. Those figures omit what the business invest in social networks channels as Kantar does not track social costs.

Making streaming video more of a top priority and decreasing costs on direct television is a sensible technique shift to Duane Brown, creator of efficiency marketing store Take Some Risk. “If a great deal of their clients are cleaners then existing makes lots of sense,” stated Brown. “I picture it’s likewise more affordable to do and hence get a larger reach in general than investing whatever on television.”

Brown included: “With Netflix getting advertisements down the roadway, if they might purchase advertisements throughout particular programs and or episodes, that might be extremely effective.”

Going forward, Apartments.com will continue to execute a “test and find out” method on brand-new channels. “We book a part of our budget plan for experimentation,” stated Dodson. “We are constantly raising our hand to be very first to try out these platforms and discover.”

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