Domain users are not just looking for somewhere to live. They are looking to change their lives.

Transcription

1 Media Kit 2014

2 Domain users are not just looking for somewhere to live. They are looking to change their lives. Reach them at a time when making new buying choices are at the top of their agenda.

3 Audience insights Moving home is a trigger for an increase in spending

4 Audience insights Domain users are not only more likely to buy property, but are also more likely to take a holiday, buy a new car, new furniture and lots more... Purchase intention of movers % more likely to buy a new car 74% more likely to obtain a financial service 35% more likely to buy a computer or mobile device 83% more likely to buy Entertainment Appliance 51% more likely to buy whitegoods 36% more likely to holiday overseas *Domain digital users who are likely to purchase property in the next 12 months Source: emmatm conducted by Ipsos MediaCT, People 14+ for the 12 months ending July 2014, Nielsen Online Ratings July 2014, People 14+ only.

5 Audience insights Domain reaches a huge and growing audience across multiple platforms Audience Breakdown 2.4m total digital audience 3.9m unique monthly audience 1.2m mobile audience 1.5m desktop audience 1.9m print audience

6 Audience insights Domain reaches the most valuable audience of home seekers in Australia Source: emmatm conducted by Ipsos MediaCT, People 14+ for the 12 months ending July 2014, Nielsen Online Ratings July 2014, People 14+ only. Compared to REA, Domains audience has a higher average household income, average value of investments and are more likely AB social grad

7 Audience insights Profile of Domain s digital audience % average age $347k average value of investments are AB quintile $109k 1 in 3 have household Compared to REA, average household income income above $120,000 p.a. Domain s audience is more affluent, wealthier and more likely to be AB social grade Source: emmatm conducted by Ipsos MediaCT, People 14+ for the 12 months ending July 2014, Nielsen Online Ratings July 2014, People 14+ only.

8 Audience insights Domain is most popular in high-wealth regions Top 15 regions: Highest average household income North Syd & Hornsby $154,000 Eastern Suburbs Inner Northern Beaches Inner West Ryde Sutherland City & Inner South Inner City West The Hills South West Inner South Inner Inner East $141,000 $131,000 $127,000 $125,000 $121,000 $120,000 $120,000 $119,000 $113,000 $113,000 $108,000 $106,000 $104,000 $101,000 Sydney Perth Brisbane Melbourne Share of audience in high-wealth regions... Share of REA Share of Domain 21.6% 29.3% Source: emmatm conducted by Ipsos MediaCT, People 14+ for the 12 months ending July 2014, Nielsen Online Ratings July 2014, People 14+ only.

9 Audience insights Almost 1 in 3 Domain users do not access realestate.com.au Source: emmatm conducted by Ipsos MediaCT, People 14+ for the 12 months ending July 2014, Nielsen Online Ratings July 2014, People 14+ only.

10 Audience insights Domain exclusively reaches some of the most affluent home seekers in Australia who used Domain, but did not use REA (digital products) Domain exclusive mobile audience $132,000 45% average household income (#1 property destination*) 728,000 are in the AB quintile (#1 property destination*) Source: emmatm conducted by Ipsos MediaCT, People 14+ for the 12 months ending July 2014, Nielsen Online Ratings July 2014, People 14+ only.

11 Types of audiences on Domain Cashed-up Renters 1 Young singles and couples. Forgo size for lifestyle locations. High HH Income Large Disposable income Young Families 2 Families, with younger kids Major changes, marriage or children At lifetime peak earning capacity High spending (finance fuelled) 380k unique users on Domain/mth 23% more likely to be on Domain* $117k average household income 157k unique users on Domain/mth 58% more likely to be on Domain* $115k average household income More likely to spend on/obtain.. More likely to spend on/obtain.. 28% 22% 12% 93% 83% 48% Financial Service Computer, smartphone or tablet Appliance New car Home Appliance 1. Top 40% Social Economic Status, renter and not planning on buying in the next 12 months 2. Currently a tenant, looking to buy a home in the next 12 months *compared to all people 14+ Source: emmatm conducted by Ipsos MediaCT, People 14+ for the 12 months ending July 2014, Nielsen Online Ratings July 2014, People 14+ only. Whitegoods

12 Audience insights Types of audiences on Domain Upgraders 3 Investors 4 238k unique users on Domain/mth Families with older kids Looking for more space, nicer house and/or better location High income and willing to use equity Broad age range (75% are age between 30 and 59) Tend to have other investments Usually very high incomes High income and willing to use equity High discretionary spending 44% $126k 178k 51% $124k more likely to be on Domain* average household income unique users on Domain/mth more likely to be on Domain* average household income More likely to spend on/obtain.. More likely to spend on/obtain.. 130% 110% 80% 185% 94% 74% New Car Oven or stove Home New car Home top entertainment appliances entertainment appliances 3. Home owner or mortgagee, looking to buy in the next 12 month 4. Intend to buy an investment property in the next 12 months *compared to all people 14+ Source: emmatm conducted by Ipsos MediaCT, People 14+ for the 12 months ending July 2014, Nielsen Online Ratings July 2014, People 14+ only. A BBQ

13 Targeting with Domain Create highly targeted campaigns with Domain Search criteria Geo-targeting Bedroom count Property type Segments First Home Buyers Upgraders Investors Cashed-up Renters Engagement Researching Shortlisting Enquiries Active buyers Behavioural Intent Action Time of Day Day of week

14 Targeting with Domain Bespoke targeting solutions Utilise Domain and Fairfax Media s wealth of customer data to create highly qualified segments Data Sources 1st Party 2nd Party 3rd Party Audience Segmentation Identify and quantify segments Deliver Solutions: Improve campaign effectiveness Tailor creative and offers Extend audience with segment analysis. Identify users with similar traits to high-value segements.

15 Mobile insights Mobile users tend to be more affluent than the typical home seeker Mobile users versus desktop users, according to average household income and social grade Source: emmatm conducted by Ipsos MediaCT, People 14+ for the 12 months ending July 2014, Nielsen Online Ratings July 2014, People 14+ only.

16 Mobile insights Profile of Domains mobile audience Tablet users Smartphone users 39 43% 33 39% Avg age are in the AB quintile Avg age are in the AB quintile $133k $121k Average household income Average household income 2.25x 2.3x 2.25 times more likely to obtain finance on an investment property 2.25 times more likely to obtain finance on an investment property Source: emmatm conducted by Ipsos MediaCT, People 14+ for the 12 months ending July 2014, Nielsen Online Ratings July 2014, People 14+ only.

17 Mobile insights The journey is changing... Mobile is both driving and tapping into the need to be on, and not miss out Domain usage throughout the day (Percentage usage per platform, Thursday 4/9) 12% 9% 6% 3% 0 Morning Afternoon Evening Mobile Desktop AM PM Domain usage throughout the week (Percentage usage per platform, week ending 31/08/2014) 18% Weekdays Weekend Mobile 14% Desktop Source: Google Analytics 10% Mon Tue Wed Thu Fri Sat Sun

18 Mobile insights Visits to Domain via mobile now exceeds desktop Although, overall visits are growing with mobile complementing desktop research Visits to desktop versus mobile, July of each year Desktop 70% Mobile Desktop Mobile % 53% % 47% 44% 2014 Mobile Desktop Mobile 56% Total visits 8.2m Total visits 9.1m Total visits 10.3m Mobile by numbers 10.3m 2.8m +48% +31% visits per month Domain app downloads year-on-year increase in leads to agents increase in unique audience Source: Google Analytics, Mobile Dashboard and Domain internal data

19 Mobile insights Domain is Australia s favourite property app The Peoples Choice Domain has the highest property app ratings for iphone, ipad and Android* Domain iphone app rating Domain ipad app rating Domain Android app rating * as at 25/09/ stars 4.5 stars 4 stars

20 Mobile insights Domain is recognised amongst the leading apps, worldwide Domain, as feature amongst leading apps on the Apple AppStore The Critics Choice Apple App Store Top Apps Top 25 Free Apps of All-Time Top 25 Free Apps of All-Time Best Apps for iphone Best Apps for ipad Mobile App Design Awards Best Audience Migration to Mobile Technology AIMIA Awards Best classified App for ipad Best classified App for iphone

21 Mobile products Integrated Inline ads Inline ads offer a high-impact way to reach the valuable and growing audience of mobile users. Inline ads are placed in between property search listings and features a lead image together with title and description copy. Clicking on the ad unit will connect the user with your website. Targeting options are available. Available on which platforms? Domain ipad app Android App ios app

22 Mobile products ipad search banner ads Reach high value ipad users in an uncluttered environment. A banner ad served whenever the search results are shown. The ad will be stay static for 5 rotations and then change. This section serves approx 18 million impressions a month. Targeting options available. Available on which platforms? Domain ipad app

23 Mobile products Repayment calculator sponsorships An essential tool used to calculate monthly mortgage repayments. Dynamically feeds through the price of the displayed property. Client interest rates and comparison rates are fully intergrated into calculator. Available on every buy property details page. Available on which platforms? iphone app Android app Features: High Traffic Prominent branding Call to action button

24 Mobile products Mobile site banner ads Connect with a huge, affluent and growing audience of mobile users Domain s m-site has a highly engaged, nationwide audience. Mobile banner ads can run at the bottom of the home, index, search results or property details pages. Targeting options are available. Available on which platforms? Domain mobile site

25 Mobile products Shortlist and inspection planner sponsorship The perfect time to generate leads - when consumers are narrowing down and inspecting Allows house hunters to shortlist properties and plan their inspection days. Can be synced across online, mobile and tablet devices Banner on every page to promote a client product. Lead generation through request an appointment and talk to a broker buttons. Potential for client customisation. Available on which platforms? iphone app Features: Sponsorship logo Bottom banner only or bottom banner with two buttons underneath

26 Mobile products Moving guide sponsorship Connect with consumers at the all-important moving stage of their property journey. Opportunity to integrate brand with useful tips & hints to the moving audience. Reach a niche, active and highly engaged audience. Potential for client customisation. Available on which platforms? iphone app Android app Features: Sponsorship logo Two call-to-action buttons located at the bottom (e.g. or call)

27 Desktop sections Key pages Home Page Engage with a huge audience of home seekers (National only.). Search Results High traffic pages and ability to target Buy, New, Rent, Sold and Share sections Property Details Page High traffic pages and ability to target Buy, New, Rent, Sold and Share. sections. Photo Gallery Target property enthusiasts. (Subsections available)

28 Desktop sections Targeted Pages New Homes Target new home buyers (National only). 2 Find an Agent Target those looking for an agent (high traffic area for sellers). 3 News and Advice Target property enthusiasts. (Subsections available) 4 Investor Target property enthusiasts. (Subsections available)

29 Desktop products Home Page Buyout Make a statement by owning the home page. Available in two sizes, Standard and Superking. 1 Superking Buyout Combines a medium rectangle with extra wide gutters for maximum impact. 1 2 Standard Buyout Combines medium rectangle and standard gutters.

30 Desktop products Gutters Gutter ad provide a bold presence across the home page Gutter images are displayed outside of the site s boundaries, providing a strong presence for your marketing messages. Gutter ads come in two size, Standard and Superking. 1 Superking guttering (1800 x 1000px) Where can these run? Home Page Search Results New Homes News and advice Investor page Standard guttering (125 x 700px) Where can these run? Home Page New Homes Find an Agent

31 Desktop products 1 Medium rectangle 2 Half Page Standard Ads Domain accepts a range of IAB standard ad sizes, including: Where can these run? Home Page Search Results Property Details Photo Gallery New Homes A Find an Agent News and Advice Invest A = Available to developers only 300 x 250px 300 x 600px 3 5 Leaderboard Insearch Ad 4 Skyscraper 728 x 90px 160 x 600px 580 x 100px

32 Desktop products Video Present your TV and video commercials in a standard Medium Rectangle ad placement. Where can these run? Home Page Search Results New Homes News and advice Investor page Note: There are a set of compulsory controls to be implemented in video ad creative, namely play / stop and un-mute / mute buttons. The standard video may start to play automatically, but sound must be muted by default and click initiated by the user, however if the video starts by click initiation it is accepted and recommended to start the video with sound using a single click.

33 Desktop products Dynamic Ad Units Pull listing and search data into the advertising creative to create highly relevant and engaging campaigns What data can be pulled in? Property attributes, e.g. location, property type, price and bedrooms. Where can dynamic ads run? Search Results Property Details Pages New Homes News and advice Investor page Ad units available? Leaderboards Medium rectangel Superking guttering Standard guttering Note: Click to open into lightbox - must be user initiated - only OTP opportunity available on the Domain site

34 Desktop products Digital Sushi Train Presents products and offers in a carousel style. Driven by a dynamic data feed allowing advertisers to promptly change the product and price information in real time. Consumers to scroll through various products, where they can view product photos, prices and video to engage consumers.

35 Desktop products Interactive Concertina Showcase your products or services in an impressive half page concertina. Panels within the ad unit collapse and expand when clicked. Perfect for showcasing products, expert advice, tips and knowledge. Can run on the high traffic Search Results page. Targeting options available.

36 Contacts Sydney Melbourne Agency Senior Account Manager Agency Sales Director Elias Psarologos Andrew Knowles Tel: Tel: Mob: Mob: