Domain Media Kit. July 2015

Transcription

1 Domain Media Kit July 2015

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 2.6m total digital audience 3.9m unique monthly audience 1.2m mobile audience 1.7m desktop audience 1.8m print audience Source: emmatm conducted by Ipsos MediaCT, People 14+ for the 12 months ending January 2015, Nielsen Online Ratings January 2015, People 14+ only.

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 January 2015, Nielsen Online Ratings January 2015, People 14+ only. Compared to REA, Domains audience has a higher average household income, average value of investments and are more likely AB social grade

7 Profile of Domain s Digital Audience Average value of investments $377,212 Household income Average age 43 less than $40,000 15% $40,000 - $79,000 $80,000 - $119,000 23% 25% $120,000 or more 37% #1 for quality Compared to REA, Domains audience earns more, is more likely to be AB quintile and is more likely to buy property. Male 48% Female 52% AB quintile 35% Average HHI $111,860 Higher average income More likely to be AB More likely to be a home buyer Source: emmatm conducted by Ipsos MediaCT, People 14+ for the 12 months ending January 2015, Nielsen Online Ratings January 2015, People 14+ only. * Domain metro readers, compared to all people

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 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 $127,731 43% average household income (#1 property destination*) 795,000 are in the AB quintile (#1 property destination*) Source: emmatm conducted by Ipsos MediaCT, People 14+ for the 12 months ending November 2014, Nielsen Online Ratings November 2014, People 14+ only.

10 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) 351k unique users on Domain/mth 10% more likely to be on Domain* $115k average household income 151k unique users on Domain/mth 52% more likely to be on Domain* $114k average household income More likely to spend on/obtain.. More likely to spend on/obtain.. 15% 21% 7% 52% 90% 74% 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 January 2015, Nielsen Online Ratings January 2015, People 14+ only. Whitegoods

11 Audience insights Types of audiences on Domain Upgraders 3 Investors 4 232k 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 47% $134k 158k 50% $134k 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.. 159% 78% 76% 150% 74% 52% New Car Oven or stove Home New car Home top entertainment entertainment appliances 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 January 2015, Nielsen Online Ratings January 2015, People 14+ only. A BBQ

12 Targeting with Domain Targeting Packages 1. New / Established 2. Engagment 3. Affluence 4. Home Buyer Type 1.1 All Home Buyers 2.1 Serious Home Buyers 3.1 Premium Buyers 4.1 First Home Buyers Viewed or searched in the Domain buy section All Home Buyers, and have shortlisted or sent enquiry All Home Buyers, searching in suburbs with median house price above $1 million Modelled from baseline of Home Buyers in the market below $700, New Home Buyers 2.2 Serious New Buyers 3.2 Premium New Buyers 4.2 Upgraders Viewed or searched in the Domain new homes section New Home Buyers, and have shortlisted or sent enquiry New Home Buyers, searching in suburbs with median house price above $1 million Modelled from baseline of Home Buyers in the market above $700, Movers (Rent) 2.3 Serious Movers 3.3 Premium Movers 4.3 Property Investors Viewed or searched in the Domain rent section Movers, and have shortlisted or sent enquiry Movers (rent), searching in suburbs with median house price above $1 million Modelled from baseline of Home Buyers who viewed investor content 5. Customisation All packages can be customised by geography, property type and page type, subject to approval by the Yield and Inventory Manager. 5.1 Geography 5.2 Property Type 5.3 Page Regions House or Unit Homepage State Bedroom count Search Result Property Details

13 Utilise Domain and Fairfax Media s wealth of customer data to create highly qualified segments How Adobe Audience Manager Works: 1. Data Inputs Collate and merge data from various sources, including Domain, Fairfax and third party sources. 1st Party 2nd Party 3rd Party 2. Audience Segmentation Group users into segments based on behavioural traits, e.g. first home buyers and investors. 3. Deliver Solutions 1. Improve campaign effectiveness 2. Tailor creative and offers 3. Extend valuable audiences (modelling) (i.e. identifying other users that possess similar traits to a high-value segment)

14 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.

15 Domain tablet users Domain smartphone users Avg age Avg age are in the AB 50% quintile are in the AB 48% quintile $149k Average household $136k Average household income income 1.81x more likely to buy property in the next 12 months more likely to buy property in the next x months Source: emmatm conducted by Ipsos MediaCT, People 14+ for the 12 months ending March 2015, Nielsen Online Ratings March 2015, People 14+ only.

16 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 10% Mon Tue Wed Thu Fri Sat Sun Source: Google Analytics

17 Mobile insights Visits to Domain Group have almost doubled in three years as more users supplement web with mobile site and apps Visits, Desktop compared Mobile Monthly (rolling 3 months) 15m 12m 9m 6m Desktop (Domain Group) Mobile (Domain Group, m:site and apps) mobile insights 11 million visits to Domain Group mobile site and apps in November % increase in mobile visits in November 2014 compared to year prior #1 apps Domain has the most highly rated real estate apps in Australia 3m 0 Nov-11 Jan-12 Mar-12 May-12 Jul-12 Sep-12 Nov-12 Jan-13 Mar-13 May-13 Jul-13 Sep-13 Nov-13 Jan-14 Mar-14 May-14 Jul-14 Sep-14 Nov million app downloads and counting 40% increase in app downloads in 2014 Source: Google Analytics, Mobile Dashboard and Domain internal data

18 Mobile insights Domain has the most highly rated real estate apps Domain vs. Realestate Domain vs. Realestate Domain vs. Realestate Android ipad iphone Source: Consumer app ratings via the App Store and Play Store, all versions as at 18/03/2015. App downloads via Mobile Dashboard as at Dec Mobile visits via Mobile Dashboard and Google Analytics.

19 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

20 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

21 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

22 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

23 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

24 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)

25 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)

26 Desktop sections The home page elevator: High-impact & unmissable For details see: domain.com.au/group/media-centre

27 Desktop sections The home page elevator: above the fold transition

28 Desktop sections The home page elevator: eye tracking results Strong fixation on initial ad viewing High impact and unmissable Continuing fixation on brand message Above the fold Less clutter than old design so the brand message stands out more

29 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. Standard guttering (125 x 700px) Where can these run? New Homes Find an Agent Investor page News and advice Note: Third party ad serving required

30 Desktop products Expanding Half Page A high-impact, Rich Media ad unit that expands across the page to a 560 x 600 panel. Interaction is user initiated. Where can these run? Search Results New Homes News and advice Expanded (user intiated) Note: Third party ad serving required

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 Note: Option to third party ad serve 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. Note: Third party ad serving required

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 rectangle Skyscraper Note: Click to open into lightbox - must be user initiated Third party ad serving required

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. Note: Third party ad serving required

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. Note: Third party ad serving required

36 Quadrants Quardrants are an ideal means of delivering a call-to-action messages to Domain s audience. They appear on the home page, and on the property details page. They contain a image, short text and a hyperlink. Property Details Page The Home Page

37 Domain Newsletter sponsorship The Domain Newsletter is delivered to over 160,000* subscribers, every week. The prominently positioned inline banner ad is a fantastic vehicle for communicating to an engaged audience of home buyers and property enthusiasts. * as at February 2015

38 Contacts Sydney Melbourne Agency Sales Manager Agency Sales Director Elias Psarologos Andrew Knowles Tel: Tel: Mob: Mob: