This week, we’re turning our attention to the property industry. As we throw ourselves head-first into 2019, you better believe we’ve listed our favourite developing trends that are going to shake up the sector. Property moguls take note!
Your favourite podcasts? They’re getting personal.
It’s no secret that you’ve probably noticed an inevitable influx of ads when you’re trying to get your latest podcast fix, but did you know that advertising on the platform is set to catapult by 110% by 2020? That’s quite an increase, are you ready for it?
Now, we know that personalisation is leading the advertising industry, but 2019 will see this catapult, listeners will hear unique combinations that combine their location, weather and even device type to appeal to their authentic pain points – step forward property sector.
Experimentation with geo-fencing has proved extremely popular (that’s tapping into specific stores/offices you walk past frequently, to you and me). That property office you walk past every day? Oh, now they appear on that podcast you love, and quickly leads to a Google search.
Early studies are showing us that listeners who were given a geo-targeted advert were up to 67% more likely to follow through with further research. That’s a statistic to get behind.
AVoD is going to catapult.
That’s ‘advertising-funded video on demand’, so think of 4oD and Youtube, where users have to sit through adverts to watch content. This type of advertising has seen a catastrophic increase as of late, and don’t expect it to slow down any time soon!
Property advertisers heed the lessons of James McDonald from Warc who declares that ‘AVoD platforms present the opportunity for advertisers to marry rich consumer data with pinpoint targeting during engaging content.’
The shift in consumer attitudes is definitely something to consider, with audiences seeking valuable content, value for money and innovation that appeals to them, and what’s more personable than property? This is an element that retail marketers cannot afford to ignore.
Ad spending is going to shift from Facebook to Instagram.
Instagram is truly gaining in unparalleled popularity, much to the delight of Mr. Zuckerberg, and advertising across the platform is set to continue to catapult with much more engaged users and smaller communities – remember when we said personalisation was crucial?
The platform’s stories feature is set to be fundamental in this shift, with brands across the globe investing up to 212% more in the feature than in 2018. Instagram has developed a unique way for brands to really connect with their audiences, on a much more personal level. You know what we mean, functionalities such as polls, questions and swipe up links are all adding to building that critical connection.
Print media continues to dwindle, so get online!
The decline of print-based media has been looming for a long time, and although we still believe there’s a place for media consumption in this format, there is no denying that advertising is all online. This year it is predicted that national news brands will see a 9.4% decline in advertising – yikes.
The introduction of such regulations, the GDPR cleanup, the fight against fake news and brand safety have been essential elements of development for online advertising, yet 2019 will see the shift to subscription-based models in regards to news outlets. So those advertising through such models can expect to see higher levels of engagement amongst audiences, after all – these readers are actively seeking out this media through paid services, they’re invested.
So, as the property industry continues to grow over the next few years and the looming uncertainty of Brexit continues to approach us, marketers should take note on advertising within the sector. Our final takeaways are that it’s all about engagement with targeted audiences, the property sector is one that covers a huge array of avenues, make sure you’re advertising reaches the right individuals!
Want to know how your current online marketing efforts are performing? We’ve got you covered. Take our Gamechanger scorecard.
[button id=”5c0440afdebbcf4c4d2363c1cff883d0″ size=”ht-btn-normal” align=”text-center” icon=”{‹²›gadget‹²›:‹²›no‹²›,‹²›yes‹²›:{‹²›icon‹²›:{‹²›type‹²›:‹²›none‹²›,‹²›icon-class‹²›:‹²›‹²›,‹²›icon-class-without-root‹²›:false,‹²›pack-name‹²›:false,‹²›pack-css-uri‹²›:false},‹²›icon_position‹²›:‹²›left‹²›}}” border=”{‹²›gadget‹²›:‹²›no‹²›,‹²›yes‹²›:{‹²›border_style‹²›:‹²›solid‹²›,‹²›border_width‹²›:5,‹²›border_color‹²›:‹²›#ffffff‹²›,‹²›border_hover‹²›:‹²›#232323‹²›}}” style=”{‹²›gadget‹²›:‹²›no‹²›,‹²›yes‹²›:{‹²›text_color‹²›:‹²›#27ae61‹²›,‹²›bg_color‹²›:‹²›#ffffff‹²›,‹²›text_hover‹²›:‹²›#ffffff‹²›,‹²›bg_hover‹²›:‹²›#27ae61‹²›}}” label=”Take the test!” link=”http://www.thegamechanger-scorecard.com/take-the-test/” target=”_blank” __fw_editor_shortcodes_id=”19e5b742c1243f78e05ce6269cdb512f” _array_keys=”{‹²›icon‹²›:‹²›icon‹²›,‹²›border‹²›:‹²›border‹²›,‹²›style‹²›:‹²›style‹²›}” _fw_coder=”aggressive”][/button]
Source: https://www.marketingweek.com/2019/01/04/five-trends-media-2019/
