IMPRESSIONS INNOVATION MARKETING STRATEGY partner collaboration ENGAGEMENT
for Creating Global Connections 2 Cover property located in: Sarasota, Florida, United States
Our 2012 marketing strategy is all about making impressions worldwide. It s about creating global connections and establishing true consumer engagement. It s about leveraging exposure, innovation and international impact to showcase the listings our network represents to a broad audience of consumers that value the unique. To create a true global impact that is primed to deliver 506 million impressions through innovative programs and deep relationships with iconic international brands, we have developed what we like to refer to as a global halo. This halo affords our brand the ability to provide universal exposure for the homes we represent centering on invaluable relationships with the world s most pre-eminent media powerhouses in both the print and online arenas. Let s take a closer look at each unique partner and the associated media strategies that will be deployed, many of which include exclusivity for the Sotheby s International Realty brand 3
For more than 150 years, The New York Times/ International Herald Tribune media family has been a trusted source for providing global news and information. The Times has won more Pulitzer prizes than any other news organization and remains the The New York Times leader in overall reach of opinion leaders. and International Herald Tribune In 2011 our campaign broke new records with the following highlights: NYTimes.com accounted for 7.19% of average total traffic to sothebysrealty.com Nearly 17,000,000 banner impressions were delivered with approximately 50,000 clicks ipad partnership became a standard case study for the NYTimes Rotating tab in Real Estate, Tmagazine and Travel delivered a 0.90% click through rate iphone Real Estate app delivering a phenomenal 0.80% CTR This year our collaboration consists of presence on the global edition search module, integrated content and an interactive experience in an effort to reach millions of their valued readers every day. Our brand stands out with exclusive, media rich advertising units that are being unveiled on the nytimes.com for the very first time. This immersive experience incorporates Lifestyle Video, Showcase Properties and The New York Times Editorial. 4
NYT Program Features Global Edition Search Module Exclusive and fixed placement on NYTimes.com Global Homepage New Interactive Experience featuring rotating cube technology Users can search for rentals or homes for sale by location, radius and maps 300,000,000 estimated impressions in 2012 5
NYT Extraordinary Living microsite NYTimes.com/sothebysrealty Our 2012 collaboration with The New York Times affords us the ability to maintain our exclusive Extraordinary Living microsite, providing our members with easy access and a comprehensive overview of all the many elements of our unique collaboration. Extraordinary Living acts as an exclusive gateway to the Sotheby s International Realty network content and elements of our 2012 partnership. 6
NYT Safari ipad Browser New advertising opportunity that provides an effective way to showcase our brand ads to readers on NYTimes.com that are using the Safari ipad browser. Important audience segment The ipad is the fastest selling device in history and projected to maintain over 80% market share of the tablet category. Cool, rich media that displays compelling and engaging advertisements. Premium ad units provide large, beautiful canvases for our brand messages. 7
NYT CASCADING PROPERTY SHOWCASE 8
Introducing technology that has never been done before Immersive experience incorporating Lifestyle Video, at The New York Times, this Cascading Property Showcase Showcase Properties and NY Times Editorial integrates listings from our network with news and This unit alone is estimated to deliver 2.5 million articles from NYTimes.com Exclusive custom unit created specifically for the Sotheby s International Realty brand impressions in 2012 rotating in the Business, DealBook, Style, T-Magazine and Travel sections on nytimes.com 9
NYT Film Strip Unit Named a "rising star" by the International Advertising Bureau, this ad is a rich, engaging experience giving full control to the user. Exclusive custom unit created for the Sotheby's International Realty brand, emulating the Tablet swipe experience. Dominant platform to showcase signature properties in key markets and by lifestyle. This unit will also rotate in the Business, DealBook, Style, T-Magazine and Travel sections on nytimes.com. 10
NYT SLIDESHOWS Brand ads featured in award-winning photojournalistic slideshows Exclusive interstitial unit at the beginning and the end of select slideshows 90% of users who begin a NYT slideshow view it to completion This unit now also features property video only from the Sotheby's International Realty brand 90 % of users who begin a NYT slideshow view it to completion 11
{The Wall Street Journal Reaching more than 30 million global unique visitors a month with more than 10 million outside the United States, The Wall Street Journal Digital Network is the web s largest publisher of original business news and financial information. Led by two of the most respected internet brands, WSJ.com and MarketWatch, it offers editorial coverage and innovative advertising solutions second to none. 2011 innovative growth, drove results Search pages banners received a 0.50% click-through-rate (CTR). Skybox unit has performed exceptionally with a CTR of 2.04%; the May 2011 CTR for our brand s ad unit remains the highest for ANY placement across all of the WSJ Digital Network. Banners featured in the US Life & Style Widget received 0.40% CTR. The Asia Life & Style Widget received 73,576 page views. Over 15,000 recorded clicks to our exclusive microsite. WSJ Program Features: Global banner presence across the entire Wall Street Journal Digital Network WSJ DN 50 Million Monthly Visitors 2.89 2 2.7 47 % WSJ China 40 % WSJ Japan 214 % WSJ Europe 41 % YOY Growth Million Monthly Visitors YOY Growth Million Monthly Visitors YOY Growth Million Monthly Visitors YOY Growth 12
Set to deliver 33 million media impressions in 2012, our collaboration with The Wall Street Journal offers our brand global reach and exposure for the listings we represent through its U.S., Europe and Asian websites and a dedicated presence among key local markets. This exclusive relationship provides direct access to a relevant audience of consumers seeking fine luxury properties, and reinforces our position as the premier real estate brand in the world with relevant editorial alignment and engaging new custom content. New Exclusive WSJ MINI Microsite As part of our 2012 commitment with The Wall Street Journal, an exclusive microsite was developed to showcase our relationship with The Wall Street Journal Digital Network. This microsite found at www.wsj.com/sothebysrealty acts as a entrance to the full collaboration that exists between our two global brands. Experience the full impact of our 2012 partnership with The Wall Street Journal via our EXCLUSIVE microsite on wsj.com/sothebysrealty 13
WSJ The Business of Extraordinary Living ad unit Custom unit providing high visibility and brand dominance on wsj.com/real estate section front Page ownership within key content, showcasing Sotheby s International Realty high impact photography Full year presence across U.S., Europe and Asia WSJ website platforms Unit includes a large palette featuring property video Estimated to return2.9 million impressions in 2012 14
Wall Street Journal Fixed Skybox Ad Unit Fixed position within WSJ real estate home page Primed to deliver 1.2M media impressions This unit achieved the highest click-through-rate across wsjdn in 2011 15
WSJ Life & Style Culture Ad Unit A prominent fixture with WSJDN s premium lifestyle news and editorial with ownership of the Life & Culture Listings unit on US, Europe and Asia sites. Reinforces our position as the premier luxury real estate brand in the world with relevant editorial alignment and engaging new custom content. 10,250,000 impressions in 2012 16
BBC [British Broadcasting Corp.] Readers of the BBC.com have come to enjoy its Living In series, which the Sotheby s International Realty brand exclusively sponsors. The BBC is the largest broadcasting organization globally, and this column takes users on a journey deeper into cities, regions and countries around the world. Living In opens doors to locations and places that position our network directly in front of readers looking for vacation rentals or second homes. In 2011, results of this collaboration spoke for themselves: 35M impressions delivered - 7x more impressions than projected Provided strong impact for our brand by reaching consumers in 133 countries Mobile devices drove 872,000 impressions with.80 click-through-rate 17
2012 BBC Program Features Exclusive sponsor of expanded Living In program, entitled Once You re There focusing on the world s most amazing destinations Integration of additional featured locations and listings from our network Positioning local brokers as experts in targeted regions Social media efforts to drive content awareness Designed to deliver 74 million media impressions 18
The Telegraph For well over 150 years The Daily Telegraph has been delivering an established, elite audience and is the best selling newspaper in the United Kingdom. The Telegraph s online audience of more than 32 million visitors is exposed to the World s Best Places to Live series that the Sotheby s International Realty brand exclusively sponsors, where hundreds of locations around the world were evaluated to determine the world s best places to live. Custom articles highlight each unique location and are placed on the telegraph.co.uk. In 2011 the World s Best Places To Live section traffic grew by 565% and our brand saw a.36% click-throughrate with 250,000 page views on our market profiles. Telegraph 2012 program features Exclusive sponsor of World s Best Places to Live section on telegraph.co.uk Network listings will be displayed in The Telegraph s search portal with interactive pinpoint maps Geared to deliver 4.5 million media impressions telegraph.co.uk/bestplacestolive 19
FT.com and SCMP.com The Sotheby s International Realty network and the listings we represent are also found on the South China Morning Post and Financial Times websites, positioning a home in front of the world s most affluent buyers. These websites combined will deliver approximately 5 million targeted media impressions in 2012 with strategically placed banner ads featuring listings represented by our network. targeted media impressions approximately5million in 2012 20
YouTube The Sotheby s International Realty Brand Channel on YouTube is a destination providing limitless exposure for the properties and lifestyles represented by our network. Our YouTube channel houses what we like to think of as the new standard in property video where consumers will find journeys into the exceptional opening doors to the most magnificent homes available anywhere and at any price. In addition to receiving THREE BILLION VIEWS PER DAY, YouTube is: The number one online video site 2nd largest search engine 3rd largest website in the world 60% of all worldwide video streams occur on YouTube 48 hours of video is uploaded to YouTube every minute Driving YouTube Viewership to our Channel and your listings youtube.com/sothebysrealty 21
Naturally the YouTube environment provides an exceptional platform to showcase our brand s video content and we are driving awareness of our brand s channel through a rich and targeted media plan comprised of organic search, standard banner ads and insteam video units throughout YouTube in an effort to amplify viewership of our brand s channel. Through behavioral and demographic All property videos featured on our YouTube targeting, YouTube has been able to help us brand channel are automatically distributed identify key demographics that frequent their to many sites and devices including Facebook, site, which allows us to expose our properties Twitter and mobile devices in an effort to create to just the right audience of: viral appeal for your listings through powerful, Real estate intenders real-time engagement experiences. Luxury goods consumers Cultural sophisticates Culinary aficionados Home & garden enthusiasts youtube.com/sothebysrealty 22
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