Australia's Realestate.com.au has reached a new record audience high of 9.3 million[i] just in time for the latest advertising campaign to launch, leveraging the property platform’s market leadership position of having the largest and most engaged audience[ii].
The campaign, titled ‘Millions More Buyers’ uses modern illustration throughout the brand’s multi-channel approach. Digital, out of home, radio and TV campaigns aim to drive listing activity in the market as the Autumn selling season kicks off.
The illustrated story centers on successful sellers visiting an abstract concept of ‘Australia’s #1 address in property’ and is backed by music from German American duo, Sofi Tukker.
The artist behind the illustrations is London-based, Steve Scott, whose style mixes the contemporary with a nod to retro, having worked on a number of high profile illustrative campaigns around the globe.
Chief Audience and Marketing Officer, Melina Cruickshank said, “We are seeing extraordinary search and enquiry activity on the realestate.com.au platform, which shows we have entered a true ‘sellers-market’. It’s an excellent time to sell with so much demand.”
“We want sellers to know their properties will be seen by millions more buyers via realestate.com.au, compared with advertising off platform. By advertising on the platform with the #1 reach,[iii] sellers will be in the best position to secure a great result.
“We hit a new record in January with a unique audience of 9.3 million across the realestate.com.au platformi. We have approximately three times the number of average monthly visits compared to our nearest competitor,[iv] reinforcing realestate.com.au as Australia’s clear market leader.”
Source: Nielsen Digital Content Ratings (Monthly Total), text, Aug 19 – Jan 20 P2+, Computer, Smartphone and Tablet, ‘largest’: average daily unique audience, ‘most engaged’: average time spent on realestate.com.au and ‘hours spent’: total time spent on realestate.com.au app (avg in hours per month), all vs Domain.
[i] Nielsen Digital Content Ratings (Monthly Tagged), text, Jan 20, P2+, Computer, Smartphone and Tablet, realestate.com.au, Total Sessions.
[ii] Largest” – Nielsen Digital Content Ratings (Monthly Tagged), text, Aug 19 – Jan 20, P2+, Computer, Smartphone and Tablet, average daily unique audience, realestate.com.au vs. Domain. “most engaged” – Nielsen Digital Content Ratings (Monthly Tagged), text, Aug 19 – Jan 20, P2+, average time spent on realestate.com.au vs. Domain.
[iii] Nielsen Digital Content Ratings, Monthly Tagged, People 2+, Text , Jan 2020, Average daily unique audience on site & app vs. domain.com.au, computer & mobile
[iv] Nielsen Digital Content Ratings, Monthly Tagged, People 2+, Text, (Aug 2019 to Jan 2020), comparing total monthly sessions of realestate.com.au compared to domain.com.au
Edited by Gordana Davila