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Media Kit2019
realestate.com.au is the market-leading property website in Australia. We provide comprehensive property listings and information to help property seekers at all stages of their property journey – from finding a share house to downsizing their family home.
When Australians think property, chances are they think realestate.com.au first.
The home of all things property
realestate.com.au Media
realestate.com.au Media
We reach, understand and inspire Australians through life’s moments
Reach
fast
fac
ts8.7 million
unique audience
47 minutes
time on site per person
60%of our audience
is exclusive*
493 millionpage views in total
9 visitsper person
64page views per visitor
Reach
Source: Nielsen DCR, Jan-19, People 2+, Text, Unique Audience, computer and mobile. *Source: Nielsen Digital Panel, Jan-19, unduplicated reach for closest online property
website = Domain.com.au (channel). Per Person stats are shown as an average.
1.6m
1.6m
123k
91k
1.5m
741k
584k
24k
Source: Nielsen Digital Panel, Jan-19, Unique Audience by StateReach
Reach Australia’s largest property audience
We’re with our audience throughout the day, across device.
Tablet1,140,000
realestate.com.au unique audience. Source: Nielsen DCR, Jan-19, People 2+, Text, Unique Audience by device
8.7millionunique audience across all devices
Desktop2,843,000
Smartphone6,223,000
Reach
We speak to your audience on these key social media platforms
Our Facebook audience is large
Snapchat
Linked In
Reach
Reach & Frequency Source: Facebook Touchstone reports. May 2018.Engagement Source: Average from weekly Facebook Insights data 03/04/2018-27/05/2018
7.7mfacebook users reached
Our articles and video content reach 48% of Australians on Facebook
Understand
aud
ien
ce
43average age of the
audience
$100kaverage median
household income of the audience
60%are the main
grocery buyers
45%children living at home
Our audience are engaged in many things onsite
Buying
Selling
Monitoring the Property Market
Renting
Renovating
Fantasizing about their Dream Homes
Getting Tips & Inspiration for Home Improvements
Learning more about suburbs
Understand
Source. Nielsen CMV. Survey 10 2018. Visited realestate.com.au in the last 4 weeks
With such a diverse audience, REA can provide media solutions to reach any target audience.
13%
33%28%
21%
5%
Under 25 25-39 40-54 55-69 70 and over
Age Breakdown
68% are married/ de facto
29% are DINKs
17% speak multiple languages at home
72% live in the 5 major capital cities
68% have post school qualifications
66% are currently employed9%
9%
17%
29%
36%
Older Families
Singles
Other
Couples
Young Families
Life Cycle
Gender Age Breakdown
Source: Nielsen CMV. Survey 10 2018. Visited realestate.com.au in the last 4 weeks
Understand
57%Female
43%Male
15%
28%
22%
33%
35%
27%
19%
10%
9%
6%
12% own an investment property
74% live in a standalone house
54% have a dog or cat
31% intend to undertake DIY home improvements in the next year
Home Ownership Property Intentions
A Highly Affluent Audience
37%
45%
Looking to Buy Looking to Rent Looking to Sell Looking to Renovate
Looking to Build Looking to Lease Out
Looking to Share
Visiting realestate.com.au
for Info & Entertainment
18% 18%
11% 7% 3% 1%
33%
3%
60%
Renter
Australian Population
Under 30k 30-49k 50-69k 70-99k 100-119k 120-149k 150-199k $200,000+
realestate.com.au
OtherOwner
11%9%
15%13% 13% 13%
18% 19%
9%10%
13%11%
9%10%
5%4%
Source Home Ownership and Life stages: Nielsen CMV. Survey 10 2018. Visited realestate.com.au in the last 4 weeksSource Property Intentions: realestate.com.au onsite omnibus, conducted externally by Research Ink. December 2018. Sample = 1,527
Home Facts
A realestate.com.au visitor is 20% more likely to have a HHI over 120k than the average Australian
Understand
Clearly delineated sections, each with strong audience numbers
RENT SOLD NEWS & GUIDES LIFESTYLE
Source: Traffic: Adobe Analytics average per month Jul-Dec 2018.
27millionvisits
423millionpage impressions
9.8minutesspent per person
9.1millionvisits
220millionpage impressions
9.9minutesspent per person
5.1millionvisits
16millionpage impressions
4.6minutesspent per person
2.4millionvisits
3.2millionpage impressions
2.5minutesspent per person
1.3millionvisits
1.5millionpage impressions
1.8minutesspent per person
Understand
BUY
LIFE MOMENTS
PROPERTY MOMENTS
We understand Life Moments and understand how they impact property moments
Understand
At realestate.com.au, we don’t just provide the widest range of property information, insights and inspiration.
We connect Australians with their property aspirations, influencing purchase intention and behaviour.
BANKING & FINANCE
Types of Buyers
realestate.com.au visitors are intending to apply for a new home loan in the next 12 months
of home loan intenders will be applying for their first home loan
Mortgages aren’t the only banking & finance needs of a home buyer• They are 2.5 times more likely to be applying for
a car/personal loan in the next 6 months
• They are 1.6 times more likely to have term deposit accounts while they are house hunting
• 25% are intending to change their MFI in the next 6 months
• 41% have a high interest online savings account
1,176,000
48%
Source: Nielsen CMV Survey 10 2018. Visited realestate.com.au in the last 4 weeks.
It’s not just the Big 4 banks being considered by the REA audience
Lender consideration
A mortgage broker 61%
43%
34%
23%
2%
0% 10% 20% 30% 40% 50% 60% 70% 80%
One of the Big 4 Banks
A bank outside the Big 4
Credit Union
None of the above
792,000First Home Buyers
339,000Investors
444,000Upgraders
244,000Downsizers
673,000New Home Buyers
339,000
Flat/Unit or Apartment Buyers
Source: Media Purchase Intention Study. September 2018. Sample Size = 139. Base: All Mortgage Intenders.
When?
REA reaches more auto intenders than our competitors
AUTOMOTIVE INTENDERS
1.4x
1.3x
Renovators
Recently married
New Car Purchase Intention
Home buyers who are upsizing 3.4x
2.4xHome buyers
3.6xHome builders
1.5xExpectant parents
2.3xRecently had a job promotion
of our audience are intending on buying a new car in the next 12 months
10%
SUV $34k
Medium/Large Vehicle$29k
People Mover$52k
Small/Light Vehicle$20k
Luxury Car$51k
Other$7.5k
Source: Media Purchase Intention Study. September 2018. Sample Size = 190. Base: All Car Buyers. Shows purchase intention and average spend.
Source: Nielsen CMV Survey 5 2018. Visited realestate.com.au in the last 4 weeks.
45% 36%
14%
28%
14% 4%
Ave spend/body type
690k 549k 395k 381k 265k 180k
realestate.com.au news.com.au
carsales.com.au
domain.com.au
carsguide.com.au
smh.com.au
690,000
new car buyers visit realestate.com.au
Now141k
3-6 months182k
6-12 months367k
$31,784is the average our
audience spend on a new vehicle
Our audience are after a range of different body types, at a range of prices.
TRAVEL
NEXT TRIP PLAN
FREQUENT FLYER MEMBERSDOMESTIC OVERSEAS
TRAVEL PREFERENCES
Our diverse audience take very different holidays, meaning there’s opportunity for all travel brands
Our home buyer audience’s destinations of choice
3,063,000
of our audience are planning a trip in the next
12 months
1 in 2 realestate.com.au visitors are interested in travelling on no frills airlines
1 in 4 realestate.com.au visitors usually go away for school holidays
of the realestate.com.au audience check the internet when they are planning a trip
our audience are divided; half prefer short breaks, half prefer long trips
prefer to holiday outside of Australia
is the average expected spend on flights and accommodation for the next holiday of the realestate.com.au audience2
Ayers Rock 4 times more likely
Broome 2 times more likely
Gold Coast 1.5 times more likely
New Zealand 1.7 times more likely
USA/Hawaii 1.7 times more likely
Japan 1.7 times more likely
Fly somewhere in Australia
26%
$6,437
Drive somewhere within Australia
14%
Fly somewhere overseas
10%
Take a cruise
5%
87%
38%
Source: Nielsen CMV Survey 5 2018. Visited realestate.com.au in the last 4 weeks. Source:
2Media Purchase Intention Study. August 2017. Sample Size = 1,777. Base: All Travellers
of our audience like to travel to new places
71%
Qantas
Virgin Australia
47%
34%
RETAIL
All items are on the shopping list for the REA audience. Here’s how many intenders we reach for each product
Home Renovations / Improvements
realestate.com.au visitors are intending to purchase major household items in the next 12 months
is the average spend on renovations/improvements in the past year
spend money renovating/improving their property before sale. Sellers spend 55% more on home improvements than the average Australian
1 in 2 home buyers at realestate.com.au intend to buy a property that they can renovate or make minor improvements. They will need to buy products such as paint, tools and new fittings; many will also need to engage professionals
A home buyer at realestate.com.au is twice as likely to purchase major
household items
realestate.com.au visitors are intending to purchase items for the outdoors of their property (eg. Lawn
mower, power tools, BBQ etc.)
2,346,000808,0001.7 x
more likely
60%of sellers
$7,297
Household Items - Purchase Intention
Computer 1937k
642k
523k
522k
408k
372k
361k
353k
341k
333k
322k
298k
Smart TV
Lounge Suite
Refrigerator
LCD/LED TV
Outdoor Suite
Bedding
Vacuum Cleaner
Bedroom Suite
Air Conditioner
Washing Machine
Microwave Oven
Source: Nielsen CMV Survey 5 2018. Visited realestate.com.au in the last 4 weeks. Purchase Intention = Intend to purchase within 12 months.
MOVERS
Connectivity Decking out your new home
Utilities
Logistics
realestate.com.au visitors are intending to move home in the next 12 months...
of these movers plan on collecting the keys within 3 months.
A mover is 2.3 times more likely to switch home internet providers than the average Australian
will buy home furnishings such as cushions, lamps or rugs when they move house*
Movers are 1.8x more likely to be in the market for major household items such as whitegoods or furniture, than the average Australian
of movers will consider switching Electricity or Gas Providers~
When does this all happen?A mover considers many aspects even
before they decide on a property.
40% of movers at REA start thinking about what they need to do for a
home move more than 1 month prior to their moving date.
2,026,000
979,0002.3 x
43% 65%
1.8x
will engage a full service removalist firm
49%Full Service
will handle the moving themselves and will simply hire a vehicle to help with the move
43%DIY Removalists
will engage a cleaning service
37%Cleaning
1 in 3 are likely to switch their bundled products
Source. Media Purchase Intention Study, August 2017. Intend to move in next 6 months. Sample = 1,777
Source: Nielsen CMV Survey 5 2018. Visited realestate.com.au in the last 4 weeks. *realestate.com.au consumer omnibus. February 2017. Sample = 1894~realestate.com.au consumer omnibus. April 2017. Sample = 2,552
INSURANCE
Attitudes towards insurance
Insurance Policy Holders can be reached at REA. Insurance is important to the REA audience with 83% of our audience holding at least 1 insurance policy.
5,628,000
Likelihood to purchase compared to Australian population
The REA Audience records increased likelihood to be in market for Home & Contents, Health Insurance, Life Insurance or Automotive Insurance in the next 12 months.
Insurance Intention - Home Movers
Home &/or Contents 2.6x
3.1x
2.3x
Health Insurance
Auto Insurance
70% of the REA audience state that they like to be well insured
Price is the most important issue when selecting an insurance provider for the REA audience
56% of our audience choose their insurance policy based on policy attributes, with brand being a secondary consideration
34% of the REA audience got their insurance quotes online for the last policy they took out, and 1 in 4 completed their purchase online
1 in 2 of the REA audience are brand loyal in terms of their insurance providers; they prefer to have all their insurance policies with the one brand
10% of pet owners have Pet insurance at REA
It’s not only Home & Contents insurance that is triggered by a property move
Source: Nielsen CMV Survey 5 2018. Visited realestate.com.au in the last 4 weeks.
Inspire
realestate.com.au offers brands a wide range of display ad placements that target our large, engaged audience. Our suite of display inventory can help brands achieve their objectives ranging from brand building to direct response.
• Ad units can be targetable to specific site sections.• Sticky ad units maintain viewability and
engagement.• Page takeovers allow brands to maximize their
presence across all ad units.
Display Advertising
Inspire
With enhanced video ad unit capabilities, realestate.com.au offers brands multiple options to reach our wide audience through video content.
From integrated ad units such as Native Video and Templated Strips within our search results pages, through to impactful out stream and pre-roll video, realestate.com.au has video solutions to support any brand’s campaign.
Video
Inspire
With an in-house content team, realestate.com.au can provide brands sponsored content opportunities across image galleries, written editorial and video series.
Our team of influencers and property experts provide Australians with insights, information and inspiration on a daily basis. With sponsored content, brands can leverage the trust and credibility of these influencers and experts, in a contextually relevant environment.
Sponsored Content
Inspire
realestate.com.au has Australia’s largest number of property seekers. They come searching for properties but also for information and knowledge to help them on their property journey. With our branded calculators, consumers gain a clearer understanding of their financial position and potential. Sponsorship of our calculators and tools enables brands to increase brand awareness at the right time, as consumers engage with the calculators and become prospective leads. • Mortgage calculator• Rent to buy calculator• Renovation calculator• Stamp duty calculator
Calculators and Tools
Inspire
Our engaged audience don’t just visit realestate.com.au across platforms. They also interact with our brand to access information, insights and inspiration through targeted communications delivered directly to their mailboxes.
With auctions results, property market updates and suburb specific information delivered on a regular basis, brands can access sponsorships of these targetable EDM opportunities.
EDM
Inspire
With millions of Australians visiting realestate.com.au across mobile, tablet and desktop, we have access to a vast array of inferred and predictive behavioral data on our audience. Marrying these insights to our suite of bespoke research allows us to guide brands as they pursue their target audience. Basic segmentation of our website into Buy/Rent/Sell gives us some insight into a user’s attitude to property and related industries (finance, insurance etc), whilst third party data integration gives brands greater capability in targeting users down to more precise details across our ad unit offering.
Targeting Capabilities
Inspire
realestate.com.au offers a broad range of media products to suit the campaign objectives of our advertisers. With the assistance of our brand partnership team, we can help brands to create a holistic and integrated marketing campaign through realestate.com.au’s online offerings.
Integrated Solutions
Inspire
Let’s talkOur team is here to help brands achieve their objectives. If you want to find out more about advertising opportunities for your brand on realestate.com.au get in touch today.
Contact us