Sotheby's International Realty Advertisement on The New York Times iPad Application Generates Strong Results
July 13, 2011 // Franchising.com // PARSIPPANY, N.J. -- Sotheby's International Realty Affiliates LLC today announced that its recent interactive advertising campaign in The New York Times iPad application generated strong results, driving leads to its network of affiliates.
The ad click-through-rate, which measures those who opted to learn more about the featured properties by clicking the ad for more information, was 2.6 percent. According to Medialets, the most widely deployed rich media ad platform for mobile, typical results for mobile rich media like the iPad range from 1 percent to 3 percent, with online norms for websites around 0.1 percent.
The Sotheby's International Realty® campaign ran on the NYTimes iPad App from February through May, generating nearly 24 million impressions and featuring a custom-built interactive experience. The brand was the only real estate advertiser on The Times's iPad application during this time. When the reader clicked on any of the six featured properties, the app directed them to a landing page with a description of the home, an interactive tour, high-quality images and key property information.
"Each of the properties we featured were characteristic of the extraordinary quality the Sotheby's International Realty brand is known for, and through the interactive, unique experience an iPad offers, we were able to welcome consumers inside these fine properties," said Wendy Purvey, chief marketing officer, Sotheby's International Realty Affiliates LLC. "Our goal was to capitalize on this cutting-edge technology by reaching consumers in a targeted and exclusive new way. The success of our campaign centered on the way consumers engaged with our ad, helping us drive leads to our network of firms."
The iPad ad also generated critical acclaim from Joel Burslem of 1000watt Consulting, an interactive marketing communications and design agency, who praised the ad's imagery and ease of use. "I'm not usually one to click on ads. But this one was a little different....The images? Gorgeous. The interface? Simple. The call to action? Inviting....The best part was still to come. Clicking on one of the images, I was taken to an interactive landing page for a property....I was transfixed by these properties. Flicking around. Swiping. Touching. Expanding and collapsing the windows. Daydreaming, I guess, of a life where I could actually afford to live in a home as beautiful as these. Then it hit me, I'd just spent the last 30 minutes in an ad."
"The Sotheby's International Realty campaign leveraged the large, lush canvas of the NYTimes iPad app to offer vibrant photos and the ability to explore a range of luxury properties, tempting users to dive in and spend time with the brand," said Andy Wright, vice president, advertising, The New York Times. "The rich, engaging creative, combined with the reach of The Times's quality and well-targeted audience, delivered results that rank it among the best campaigns to date."
Zeta Interactive, a full-service digital marketing agency, designed banner ads and landing pages for the iPad app. The development, delivery and measurement of the unique creative ad unit was enabled by Medialets' mobile rich media platform. The Sotheby's International Realty network currently has more than 11,900 sales associates located in approximately 560 offices in 42 countries and territories worldwide.
To view a video of the Sotheby's International Realty iPad advertisement, click here. www.medialets.com/showcase/sothebys-international-real-estate
About Sotheby's International Realty Affiliates LLC
Founded in 1976 to provide independent brokerages with a powerful marketing and referral program for luxury listings, the Sotheby's International Realty network was designed to connect the finest independent real estate companies to the most prestigious clientele in the world. In February 2004, Realogy Corporation, a global provider of real estate and relocation services, entered into a long-term strategic alliance with Sotheby's, the operator of the auction house. The agreement provided for the licensing of the Sotheby's International Realty name and the development of a full franchise system by Realogy's subsidiary, Sotheby's International Realty Affiliates LLC. Affiliations in the system are granted only to brokerages and individuals meeting strict qualifications. Sotheby's International Realty Affiliates LLC supports its affiliates with a host of operational, marketing, recruiting, educational and business development resources. Franchise affiliates also benefit from an association with the venerable Sotheby's auction house, established in 1744. For more information, visit www.sothebysrealty.com.
Director, Public Relations and Communications
Sotheby's International Realty Affiliates LLC
1 Campus Drive
Parsippany, NJ 07054