July 18, 2011

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New Ad Deal a Threat to Portals?


Australian advertising sales company The Ad Network has just signed deals with real estate companies including LJ Hooker, Century 21, Laing+Simmons, First National and Richardson & Wrench to represent their websites to advertisers.

The Ad Network, founded in 2008, states that its real estate focused advertising network gives advertising partners access to one million monthly unique browsers. Managing director Beth O’Brien explained the new deal in a company statement:

“The Ad Network makes accessible Australia’s top real estate brands for media buyers through one provider. These assets provide an advertiser with superior brand association and access to a highly targeted and serious property investor market, perfect for home loan and home insurance advertisers.”

O’Brien predicts that the recent addition of real estate agent listings to Google Maps will lead to greater real estate agent website usage as consumers bypass property portals.

“Their [real estate agents'] traffic is increasing phenomenally and for them it is now about generating revenue from the right brands and from premium brands,” O’Brien told The Australian newspaper. “The new Nielsen NetView data shows that a significant percentage of traffic does not go to sites such as domain.com.au and realestate.com.au.”


Related posts:

  1. Century 21 Deal with homefinder.com
  2. Developments at domain.com.au
  3. Seven Portals the Minimum: home.co.uk
  4. remoov.com.au Cuts Out Agents
  5. Agents vs Property Portals: A Battle Worth Fighting?

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