Millennial, Gen-X Opps: Realtor.com launches ad campaign (Score 44)

Sales lead: Get in touch now to score some of these extra campaign ad dollars. 

• Realtor.com just launched a brand campaign called "Most Trusted." 
• The push includes one 30-second and four 15-second video ads.
• The spots are being supported on TV, digital, print, and social media. 

Target demographic: Millennials & Gen-Xers

The company will likely:

• Ramp up ad spend over the next several months
• Keep moving ad dollars from TV to digital channels
• Build out the agency roster

Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)

• YTD spend: Realtor.com spent almost $11.2m on national TV ads YTD, down 27% from $15.3m spent in this channel during the same time period of 2022.  
• 2021-2022 spend: Full-year spend fell by 21% from $23.8m in 2021 to $18.7m in 2022. 
• Ad programming: It placed ads during programming such as Your World With Neil Cavuto, Special Report With Bret Baier, America's Newsroom, FOX and Friends, and The Andy Griffith Show. 

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

• YTD spend: Realtor.com spent nearly $46.4m on digital display ads YTD, a huge increase from $12.2m spent in this channel during the same time period of 2022.
• YTD data: 3.7b impressions via YouTube (79%), mobile display (9%), desktop display (5%), Facebook (4%), desktop video (3%), and Instagram (1%). 
• 2021-2022 spend: Full-year spend fell 16% from $17.1m in 2021 to $14.4m in 2022. 
• Ad location: It placed 97% of these ads directly onto sites such as youtube.com, the-sun.com, facebook.com, nypost.com, and marketwatch.com. It placed 3% of these ads through multiple indirect channels onto sites such as yahoo.com, marketwatch.com, wsj.com, nypost.com, and buzzfeed.com. 

Additional channel insights  

• Vivvix: Realtor.com also utilizes local broadcast. 
• Top podcasts sponsored: The John Batchelor Show, FOX News Hourly Update, Marketplace, and Thrivetime Show | Business School without the BS.

Agency analysis:

• Opportunity: I recommend offering creative, digital, social, & services.
• Current roster:
  • Crossmedia: media AOR