Move’s Site Enhancements Optimize Advertiser Opportunities

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RISMEDIA, April 4, 2008-Move, Inc., announces Move.com® and REALTOR.com® now offer advertisers a more targeted and effective venue accessing Move’s network of over 9.4 million unique monthly users[1] through new video and content innovations on its Home & Garden Content Channel. Video content is now featured on the Channel from This Old House®, The Victory Garden®, BeJane®, Hometime®, and Point-Click-Home® (Metropolitan Home®, Elle Décor®).

In addition to adding a fresh and steady stream of brand name video content, Move’s Home & Garden Content Channel has been revamped to offer a new look and feel, more than double the content, cutting edge tools, and relevant links designed to help home enthusiasts at all stages of the home spending cycle turn inspiration into action.

New advertising opportunities include 15-second pre-roll video placements and companion half-page ads that help advertisers target Move’s home enthusiasts, a lucrative audience of millions of homeowners passionate about their homes well beyond the first year of purchase.

“The Home & Garden Content Channel has now become an even more compelling opportunity for advertisers to increase brand awareness and drive sales through access to Move’s exclusive network of real estate websites, the largest audience of consumers searching for real estate and home-related content on the Web,” said Patty Mitchell, senior vice president of consumer media at Move, Inc. “Our Home & Garden Content Channel advertisers will live in an elite marketplace featuring deep, value-added information and do-it-yourself advice from well known brand names consumers trust.”

With Move’s expansion of its video content, Home & Garden Content Channel advertisers can now purchase 15-second pre-roll video placements and companion half-page ads that appear adjacent to video content from the site’s rapidly growing list of leading home and garden brands. According to the company, SEO best practices were also recently enhanced to optimize search engine placements. In addition, new performance metrics now continually monitor the site so lessons learned can be built into updates and message optimization. Sites within the Move network continue to offer leaderboard (top/bottom), half-page, medium rectangle and transitional ad positions that can be targeted by Internet protocol (IP), zip code, visitor behavior or day parted.

“We’ve found Move’s Home & Garden Content Channel to be an excellent source of home enthusiasts,” said Cameron Snyder, spokesperson for Andersen Windows. “Its compelling content directs the online audience toward our brand, delivering significant time-on-site and extending our relationship with the Move.com and Realtor.com audiences.”

According to the company, Move is well positioned to capture a significant share of new revenue as advertisers continue to shift their spending toward the Internet. Advertising dollars have been shifting steadily online, away from traditional media from 2004 through 2007, with newspapers and broadcast TV losing $890 and $720 million per year, respectively[2]. Analysts predict that US online advertising spend will continue to grow through 2008, rising by 23%[3].

“Several elements unique to the Internet will support continued US ad spending growth even if other media falter,” said David Hallerman, senior analyst at eMarketer. “The greater ability to measure ads online will likely encourage marketers with reduced budgets. Those same marketers are finding that the audiences they need to target are spending more of their media time on the Web.”

Further underscoring the unique advertising opportunity at Move, a recent study by BIGresearch[4] found that adults planning to purchase a home in six months are almost twice as likely (10.8% vs. 5.7%) to be influenced by paid/sponsored links.

“Research tells us that Move’s audience is more likely to be receptive to relevant advertising and promotions, making it one of the best Internet advertising values available for consumer-driven marketers,” said Mitchell.

The Move home enthusiast audience is appropriate for advertising from automotive, retail, consumer packaged goods, financial services, telecommunications, Internet and other consumer-driven companies.

“By increasing the overall caliber and quality of our content and the engaging features of our sites, we fully expect to enhance both the consumer and advertiser experience,” said Mitchell. “We’re confident Move’s Home & Garden Content Channel will continue to grow in consumer popularity as a home and lifestyle destination as our fresh and appealing content becomes even richer.”

For more information, visit www.move.com.

RISMedia welcomes your questions and comments. Send your e-mail to: realestatemagazinefeedback@rismedia.com.

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Discussion Forum

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Commentary by Scott Einbinder
RISMEDIA, May 19, 2008-Having read the 2008 Power Broker Report, I’d like to thank RISMedia for putting together such an informative document. Like all good resources, there are things to learn and apply from what we have read. Within the pages of this report rests a very important characteristic of our industry. […]