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Marketplace: Real Estate. What People Said Marketplace: Real Estate 2 When asked about content: 68% of Sunday Statesman readers said they would spend.

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Presentation on theme: "Marketplace: Real Estate. What People Said Marketplace: Real Estate 2 When asked about content: 68% of Sunday Statesman readers said they would spend."— Presentation transcript:

1 Marketplace: Real Estate

2 What People Said Marketplace: Real Estate 2 When asked about content: 68% of Sunday Statesman readers said they would spend more time with the paper if it had more content 61% said they would be more satisfied with more pages and a bigger newspaper. In our ongoing effort to learn more about advertisers and readers and meet the needs of these life decisions, we solicited feedback from our readers. One of the important pieces of feedback is that readers are passionate about content. When people make important life decisions, new needs always arise. Starting a career: At any given time a third of the Austin adult population plans to look for a new job, new home or new vehicle. Purchasing a home or car: Those who intend to purchase a new vehicle spend an average of 6 months in the purchase funnel, while home searches take an average of 3 months. New life stages trigger consumer needs. Source: Scarborough R2 2012

3 What People Said Marketplace: Real Estate Over half the respondents prefer the new Marketplace concept and over a third had no preference, resulting in over 85% of respondents are open to or prefer the idea of Marketplace. Specifically regarding Sunday, almost 40% of respondents preferred the combined section and 36% had no preference. When asked about combining sections to create a robust section, they offered the following verbatim feedback: Less sections to go through The fewer sections the better One stop shopping Save paper Even if I weren’t looking for a home or car, I would notice the content as it would be in one section, other content might catch my eye Good thing if it saves money and maintains or expands scope and depth of content Less clutter Follows the concept of a “marketplace” Prefer one substantial section as opposed to two thin sections The Statesman surveyed 400 people about the new Marketplace: After reviewing reader habits and feedback regarding content, we specifically asked about our current three section approach around Automotive, Real Estate, and Jobs, and what they would think about a combined section, that we call Marketplace. 3

4 Marketplace: What is it? Friday: Focuses on automotive, including aftermarket offerings. Features nonstandard vehicles for sale, such as ATVs, RVs and motorcycles. Also includes Classifieds. Saturday: Includes Cars, Homes and Classifieds. The Cars Marketplace includes new vehicles and their reviews, as well as dealership news and the Car Talk column. The Homes Marketplace takes a comprehensive look at the Central Texas real estate market, from new construction to re-emerging neighborhoods and decorating and renovations. Sunday: The largest of the three days, delivering Employment, Cars, Homes and Classifieds. The focus of the Employment Marketplace is on job searches and success stories. Marketplace: Automotive Marketplace, a new three-day section and robust online platform, is the solution destination for advertisers and shoppers alike. Marketplace is Austin’s new resource, whether in the market for a car, home or a new job. It will also include classified listings, offering readers a truly comprehensive Marketplace. 4

5 Benefits of Partnership Advertising Marketplace: Real Estate Over the past six months, the Statesman has built up its real estate offerings, from custom content to unique ad positions online and targeting opportunities. It isn’t all ads, and it’s not all content, but an information resource for our savvy readers, and a successful Marketplace for all of our real estate advertisers. It’s All About You: Custom Content: An editorial team dedicated to developing real estate-specific content that uses local real estate experts, like you, as sources. Features have updated photo spreads, allowing you to showcase your company. In-depth Research: We are dedicated to continuously getting feedback from consumers and retailers to continue to drive revenue and traffic for you. Austin+: Brings your ads to life using augmented reality, an emerging technology, which provides our audience with a wealth of rich video content and advertisers a platform for consumers. 5

6 Launch Marketing around Marketplace Marketplace: Jobs The Statesman promote Marketplace February-June 2013: 6 Marketing External: Mobile and Online Ad Campaign, Radio, Billboards, SEM Print: Austin American Statesman, REAL magazine, Austin360, Sticky Note, A1 Teasers Online: Statesman.com ROS, Wallpaper, Sliding Billboard, Splash Page POS: Rack and Pile Hangers

7 Digital Marketplace Marketplace: Real Estate 7 Statesman Home Page Marketplace Home Page Featured Content on Marketplace home page – week long feature included with Featured Home Silver Package SOLD SOLD SOLD

8 Digital Marketplace Marketplace: Real Estate 8 Real Estate Custom Content Real Estate Home Page Week long video promotion included with Featured Development/ Home Gold Package Featured Agent Included with Premier Enhanced Broker Package – also includes enhanced listings for entire office - $21,000 for year Available Available Available 728x90 and 300x250 ad units: Available, based on impressions, $15 CPM

9 Business Card Featured Agents – only available with Broker or Agent Enhanced listings packages - $100 per month (18 available, 25k impressions/month average) Marketplace: Real Estate 9 Digital Marketplace Week long video promotion included with Featured Development/ Home Gold Package

10 10 Enhance your listings on Statesman.com: Brokers Real Estate Advertising When a buyer is searching for homes on the #1 local media site in Central Texas, Statesman.com, all Broker Enhanced Listings: Receive priority placement by consumer search parameters Feature unlimited photos vs. only 5 Additional ways for people to contact the Broker or Agents directly: Lead generation Display phone # (click to call) Display Broker logo Link back to Broker or Agent’s site Link to populate all Broker’s listings within site designated contact directly Display Agent’s photo Social Media interaction

11 11 Enhanced Broker Listings: Click-Through Real Estate Advertising

12 Enhance your listings on Statesman.com: Agents When a buyer searches for homes on the #1 local media site in Central Texas, Statesman.com, enhanced listings: Receive priority placement by consumer search parameters Feature unlimited photos vs. only 5 Additional ways for Agents to capture leads: Display phone # (click to call) Link back to Agent’s site Agent directly Display Agent’s photo Display Broker’s logo Social Media interaction 12 Real Estate Advertising

13 Enhanced Agent Listings: Click-Through 13 Real Estate Advertising

14 14 Listings on Statesman.com: Builders Real Estate Advertising Make sure your inventory is featured on the #1 local media site in Central Texas, Statesman.com: All of your communities and floor plans will be displayed Unlimited photos Lead Generation: Phone # (click to call) Link back to Builder’s site submission Display Builder’s logo

15 15 Enhanced Builder Listings: Click-Through Real Estate Advertising

16 Augmented Reality 16 Discover a new way to experience content. The Austin American-Statesman’s new augmented reality viewer app, austin+, brings your message to life! Augmented reality uses image recognition to connect audiences with videos, animation and other rich content. Mentions advertising of the app and functionality Marketplace: Real Estate Ads promoting austin+ will run throughout marketplace

17 Advertising Print Options: Saturday & Sunday Marketplace: Real Estate Size Options 1.1/6 page custom content 2.6” x 6 col. Custom content 3.¼ page custom content Custom Content Opportunities: Home Feature Property Spotlight Sponsored Consumer article Builder Profile Neighborhood Spotlight On the Market What’s for Sale Augmented Reality 17

18 Advertising Options: Saturday and Sunday Marketplace: Real Estate 6 7 Size Options 4. ½ page custom content 5. 4 x 15 page custom content 6. 2 x 15 page custom content 7. 4 x 6 page custom content Custom Content Opportunities: Home Feature Property Spotlight Sponsored Consumer article Builder Profile Neighborhood Spotlight On the Market What’s for Sale Augmented Reality

19 Sunday Sample Pages Marketplace: Real Estate 19

20 Marketplace Homepage Sponsorships Marketplace: Real Estate 20 3 Sponsorships available 33% SOV Sizes include: one 728x90, two 300x250, one 300x100 $750 per month, 3 month minimum


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