Leading British property portal Rightmove has announced a TV advertising deal with national broadcaster Channel 4 which will see the company's branding appear on-screen during one of the broadcaster's shows.
Using artificial intelligence the campaign will overlay house price data and the Rightmove brand in a corner of the screen at relevant junctures of Channel 4's popular 'Location, Location, Location' show.
Location, Location, Location sees presenters Kirstie and Phil guide house-hunters through the process of finding their dream home. The show is the UK's best-known property TV program and has average viewing figures of 2 million.
The campaign, which was put together with the help of production company IWC and digital ad agency Mirriad, was successfully trialled in last week's episode and will now run throughout the series with the next episode due to run at 8 PM Wednesday.
It is the first time that this sort of in-show advertising has been deployed on British terrestrial television and Rightmove's Chief Marketing Officer Iain Kennedy was enthusiastic about the possibilities:
“This product placement seamlessly integrates Rightmove into the show’s context, to prompt viewers to turn to Rightmove to start their search among the hundreds of thousands of property listings advertised by agents."
“We often see spikes in searches on Rightmove when locations appear on TV, but this marks a step-change as we’re providing home-movers with even more of a reason to start searching by making them aware of how far their budget could stretch in an area."
The campaign is being launched as many agents in the country react to the latest round of Rightmove price increases which the portal has attempted to justify by citing innovations that the company has worked on over the last 18 months such as online viewings, new data reports and training webinars.