Zoopla has launched ‘In Search’ ads, which the portal says will result in higher user engagement and a less intrusive ad experience for consumers, helping to support agents and housebuilders as they look to capitalise on high demand from buyers.
‘In Search’ ads, which have a flat monthly cost, are hosted on Zoopla’s listings search page, which attracts over 120 million views per month, while the property website says that the product will also benefit from improved targeting capabilities and an increased inventory, with five ad slots available per page.
Since roll-out began a month ago, Zoopla says that ‘In Search’ ad campaigns, which can be used by agents to promote their brand or services of their choice, have delivered a click-through rate more than five times that of similar display products.
The ads are built and managed in-house by Zoopla, with a view to ensuring that they match the look and feel of the Zoopla website and in turn, provide a less disruptive brand experience for consumers.
Andy Marshall, Zoopla’s chief commercial officer, said: “The pandemic and the search for space has led to a range of homeowners deciding to enter the market including many second and third steppers and downsizers.
“As we look to support agents and housebuilders to capitalise on this momentum, the launch of ‘In Search’ ads gives agents the opportunity to ensure they’re in prime position to capture the interest of these motivated homeowners.”
I know it irks some people if I dispute claims of innovation- but this ‘innovation’ has been live across all of the portals for 12 months. A click through to a customer’s site to help monitor engagement, time on site and engaged user cost is surely a fundamental feature of a digital platform.
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