media kit 2014 - domain · media kit 2014. domain users are ... intend to buy an investment...

Media Kit 2014

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.

Moving home is a trigger for an

increase in spending

Audience insights

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...

110%

Purchase intention of movers...

83%

74%

51%

35%

36%

more likely to buy a new car

more likely to buy Entertainment

Appliance

more likely to obtain a financial service

more likely to buy whitegoods

more likely to buy a computer or mobile

device

more likely to holiday overseas

Source: emmaTM conducted by Ipsos MediaCT, People 14+ for the 12 months ending July 2014, Nielsen Online Ratings July 2014, People 14+ only.*Domain digital users who are likely to purchase property in the next 12 months

Domain reaches a huge and growing audience across multiple platforms

total digital audience2.4m

desktop audience

print audience

1.5m

1.9m

mobile audience1.2m

3.9m

Audience insights

unique monthly audience

Audience Breakdown

Domain reaches the most valuable Audience insights

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

audience of home seekers in Australia

average age are AB quintile

average value of investments

43 33 %

$347k

Profile of Domain’s digital audience

1 in 3have household income above $120,000 p.a.

average household income

$109k Compared to REA, 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.

Audience insights

Domain is most popular in high-wealth regions

Inner East

Inner

Inner South

South West

The Hills

West

Inner City

City & Inner South

Sutherland

Ryde

Inner West

Northern Beaches

Inner

Eastern Suburbs

North Syd & Hornsby $154,000

$141,000

$131,000

$127,000

$125,000

$121,000

$120,000

$120,000

$119,000

$113,000

$113,000SydneyPerthBrisbaneMelbourne

$108,000

$106,000

$104,000

$101,000

Top 15 regions: Highest average household income

Share of REA Share of Domain

Share of audience in high-wealth regions...


21.6% 29.3%

Audience insights

Almost 1 in 3 Domain users do not access

realestate.com.au

Audience insights


Domain exclusively

reaches some of the most affluent home seekers in

Australia

Domain exclusive mobile audience

$132,000 45%

who used Domain, but did not use REA (digital products)

average household income(#1 property destination*)

are in the AB quintile(#1 property destination*)

728,000Audience insights


¡ Young singles and couples. ¡ Forgo size for lifestyle locations. ¡ High HH Income¡ Large Disposable income

380kunique users on Domain/mth

157kunique users on Domain/mth

23%more likely to be on Domain*

58%more likely to be on Domain*

$117kaverage household income

$115kaverage house-hold income

More likely to spend on/obtain.. More likely to spend on/obtain..

¡ Families, with younger kids ¡ Major changes, marriage or children ¡ At lifetime peak earning capacity¡ High spending (finance fuelled)

28% 93%22% 83%12% 48%Financial Service

New carComputer, smartphone or tablet

Home Appliance

Appliance Whitegoods

*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.

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

Types of audiences on Domain

Cashed-up Renters1

Young Families2

¡ 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

238k 178kunique users on Domain/mth

unique users on Domain/mth

44% 51%more likely to be on Domain*

more likely to be on Domain*

$126k $124kaverage house-hold income

average house-hold income

Audience insights

Types of audiences on Domain

*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.

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

More likely to spend on/obtain.. More likely to spend on/obtain..

130% 185%110% 94%80% 74%New Car New car Home

entertainment appliances

Oven or stove top

Home entertainment appliances

A BBQ

Upgraders3 Investors4

Create highly targeted campaigns with Domain

Targeting with Domain

Geo-targeting Bedroom count Property type

Researching Shortlisting Enquiries Active buyers

First Home Buyers Upgraders Investors Cashed-up Renters

Intent Action Time of Day Day of week

Search criteria Engagement

Segments Behavioural

Bespoke targeting solutions

Utilise Domain and Fairfax Media’s wealth of customer data to create highly qualified segments

Data Sources Audience Segmentation

Deliver Solutions:

1st Party

2nd Party

Identify and quantify segments

Improve campaign effectiveness

Tailor creative and offers

Extend audience with segment analysis. Identify users with similar traits to high-value segements.

1. 2. 3.3rd

Party

Targeting with Domain

Mobile insights

Source: emmaTM conducted by Ipsos MediaCT, People 14+ for the 12 months ending July 2014, Nielsen Online Ratings July 2014, People 14+ only.Mobile users versus desktop users, according to average household income and social grade

Mobile users tend to be more affluent than the typical home seeker

Profile of Domains mobile audience

Tablet users Smartphone users

Avg age Avg ageare in the AB quintile

are in the AB quintile

Average household income Average household income

2.25 times more likely to obtain finance on an investment property

2.25 times more likely to obtain finance on an investment property

39 3343% 39%

$133k $121k

2.25x 2.3x

Mobile insights


Mobile is both driving and tapping into the need to be ‘on’, and not miss out

12 1 2 3 4 5 6 7 8 9 10 11 12 1 2 3 4 5 6 7 8 9 10 11AM PM

Desktop

Mobile

Domain usage throughout the day(Percentage usage per platform, Thursday 4/9)

Morning A�ernoon Evening

0

3%

6%

9%

12%

Domain usage throughout the week(Percentage usage per platform, week ending 31/08/2014)

WeekendWeekdays

10%

14%

18%

Mon Tue Wed Thu Fri Sat Sun

Desktop

Mobile

Mobile insights

Source: Google Analytics

The journey is changing...

Visits to Domain via mobile now exceeds desktop

10.3m 2.8m +48% +31%visits per month Domain app

downloadsyear-on-year increase in email leads to agents

increase in unique audience

Mobile by numbers

MobileDesktop30%

Mobile47%

Mobile56%Mobile

30%70%Desktop53%

Desktop44%

Total visits 8.2m Total visits 9.1m Total visits 10.3m

2012 2013 2014

Visits to desktop versus mobile, July of each year

Although, overall visits are growing with mobile complementing desktop research

Mobile insights

Source: Google Analytics, Mobile Dashboard and Domain internal data

Domain is Australia’s favourite property app

4.5 stars

4.5 stars

Domain has the highest property app ratings for iPhone, iPad and Android*

The Peoples Choice

4 stars

Domain iPhone app rating

Domain iPad app rating

* as at 25/09/2014

Domain Android app rating

Mobile insights

The Critics Choice

2014 - Best Audience Migration to Mobile Technology

2012 - Best classified App for iPad

2013 - Top 25 Free Apps of All-Time2012 - Top 25 Free Apps of All-Time2012 - Best Apps for iPhone2012 - Best Apps for iPad

2011 - Best classified App for iPhone

Mobile App Design Awards

AIMIA Awards

Apple App Store Top Apps

Domain is recognised amongst the leading apps, worldwideDomain, as feature amongst leading apps on the Apple AppStore

Mobile insights

Integrated Inline ads

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?

Mobile products

Domain iPad app

Android App

iOS app

Inline ads offer a high-impact way to reach the valuable and growing audience of mobile users.

iPad search banner ads

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.

Reach high value iPad users in an uncluttered environment.

Available on which platforms? Domain iPad app

Mobile products

Repayment calculator sponsorships

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.

An essential tool used to calculate monthly mortgage repayments.


Features:

iPhone app Android app

High Traffic

Prominent branding Call to action button

Mobile products

Mobile site banner ads

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.

Connect with a huge, affluent and growing audience of mobile users


Domain mobile site

Mobile products

Shortlist and inspection planner sponsorship

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.


Features:

iPhone app

Sponsorship logo

Bottom banner only or bottom banner with two buttons underneath

The perfect time to generate leads - when consumers are narrowing down and inspecting

Mobile products

Moving guide sponsorship

Opportunity to integrate brand with useful tips & hints to the moving audience.

Reach a niche, active and highly engaged audience.

Potential for client customisation.


Features:

iPhone app

Android app

Sponsorship logo

Two call-to-action buttons located at the bottom (e.g. email or call)

Connect with consumers at the all-important moving stage of their property journey.

Mobile products

Key pages

Desktop sections

1

1

2

2

3

34 4

Home Page

Search Results

Property Details Page

Photo Gallery

Engage with a huge audience of home seekers (National only.).

High traffic pages and ability to target Buy, New, Rent, Sold and Share sections

High traffic pages and ability to target Buy, New, Rent, Sold and Share. sections.

Target property enthusiasts. (Sub-sections available)

Targeted Pages

Desktop sections

1

1

2

3

3

4

42

New Homes

Find an Agent

News and Advice

Investor

Target new home buyers (National only).

Target those looking for an agent (high traffic area for sellers).



Home Page Buyout

11

2

Desktop products

Make a statement by owning the home page.Available in two sizes, Standard and Superking.

Combines a medium rectangle with extra wide gutters for maximum impact.

Combines medium rectangle and standard gutters.

Superking Buyout

Standard Buyout

1

1

2

2

Desktop products

Gutters

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.

Gutter ad provide a bold presence across the home page

Superking guttering (1800 x 1000px)

Standard guttering (125 x 700px)

Where can these run?


Home Page

Search Results

New Homes

News and advice

Investor page

Home Page

New Homes

Find an Agent

Home Page ✓Search Results ✓ ✓ ✓ ✓Property Details ✓Photo Gallery ✓ ✓New Homes ✓ ✓ ✓ AFind an Agent ✓News and Advice ✓ ✓ ✓Invest ✓ ✓

1

1

2

2 3 4 5 43

5

Medium rectangle Half Page

Leaderboard Skyscraper

Insearch Ad

Desktop products

Domain accepts a range of IAB standard ad sizes, including:

Standard Ads

300 x 250px 300 x 600px

728 x 90px 160 x 600px

580 x 100px


A = Available to developers only

VideoPresent your TV and video commercials in a standard Medium Rectangle ad placement.

Desktop products

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.

Dynamic Ad Units

Note: Click to open into lightbox - must be user initiated - only OTP opportunity available on the Domain site

Pull listing and search data into the advertising creative to create highly relevant and engaging campaigns

Desktop products

What data can be pulled in?

Where can dynamic ads run?

Ad units available?

Property attributes, e.g. location, property type, price and bedrooms.

Search Results

Property Details Pages

New Homes

News and advice

Investor page

Leaderboards

Medium rectangel

Superking guttering

Standard guttering

Digital Sushi Train

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.

Desktop products

Presents products and offers in a carousel style.

Interactive 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.

Desktop products

Showcase your products or services in an impressive half page concertina.

ContactsSydney Melbourne

Elias Psarologos Andrew KnowlesAgency Senior Account Manager Agency Sales Director

Tel: 02 9282 2434 Tel: 03 9249 5228Mob: 0402 464 763 Mob: 0404 872 [email protected] [email protected]

media kit 2014 - domain · media kit 2014. domain users are ... intend to buy an investment...

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