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Domain Media Kit July 2015
DomainMedia KitJuly 2015
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.
Moving home is a trigger for an
increase in spending
Audience insights
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...
110%
Purchase intention of movers...
83%
74%
51%
35%
36%
more likely to buy a new car
more likely to buy Entertainment
Appliance
more likely to obtain a financial service
more likely to buy whitegoods
more likely to buy a computer or mobile
device
more likely to holiday overseas
Source: emmaTM conducted by Ipsos MediaCT, People 14+ for the 12 months ending July 2014, Nielsen Online Ratings July 2014, People 14+ only.*Domain digital users who are likely to purchase property in the next 12 months
Domain reaches a huge and growing audience across multiple platforms
total digital audience2.6m
desktop audience
print audience
1.7m
1.8m
mobile audience1.2m
3.9m
Audience insights
unique monthly audience
Audience Breakdown
Source: emmaTM conducted by Ipsos MediaCT, People 14+ for the 12 months ending January 2015, Nielsen Online Ratings January 2015, People 14+ only.
Domain reaches the most valuable Audience insights
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
audience of home seekers in Australia
Profile of Domain’s Digital Audience
Average age
Household income
Average value of investments
Compared to REA, Domains audience earns more, is more
likely to be AB quintile and is more likely to buy property.
Higher average income
More likely to be AB
More likely to be a home buyer
Average HHI
Male
48%$111,860
$377,212
Female
52% AB quintile
43
35%
less than $40,000
15%
23% 25%
37%$40,000 - $79,000
$80,000 - $119,000
$120,000 or more
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
#1 for quality
Domain is most popular in high-wealth regions
Inner East
Inner
Inner South
South West
The Hills
West
Inner City
City & Inner South
Sutherland
Ryde
Inner West
Northern Beaches
Inner
Eastern Suburbs
North Syd & Hornsby $154,000
$141,000
$131,000
$127,000
$125,000
$121,000
$120,000
$120,000
$119,000
$113,000
$113,000SydneyPerthBrisbaneMelbourne
$108,000
$106,000
$104,000
$101,000
Top 15 regions: Highest average household income
Share of REA Share of Domain
Share of audience in high-wealth regions...
Source: emmaTM conducted by Ipsos MediaCT, People 14+ for the 12 months ending July 2014, Nielsen Online Ratings July 2014, People 14+ only.
21.6% 29.3%
Audience insights
Domain exclusively
reaches some of the most affluent home seekers in
Australia
Domain exclusive mobile audience
$127,731 43%
who used Domain, but did not use REA (digital products)
average household income(#1 property destination*)
are in the AB quintile(#1 property destination*)
795,000Audience insights
Source: emmaTM conducted by Ipsos MediaCT, People 14+ for the 12 months ending November 2014, Nielsen Online Ratings November 2014, People 14+ only.
¡ Young singles and couples. ¡ Forgo size for lifestyle locations. ¡ High HH Income¡ Large Disposable income
351kunique users on Domain/mth
151kunique users on Domain/mth
10%more likely to be on Domain*
52%more likely to be on Domain*
$115kaverage household income
$114kaverage house-hold income
More likely to spend on/obtain.. More likely to spend on/obtain..
¡ Families, with younger kids ¡ Major changes, marriage or children ¡ At lifetime peak earning capacity¡ High spending (finance fuelled)
15% 52%21% 90%7% 74%Financial Service
New carComputer, smartphone or tablet
Home Appliance
Appliance Whitegoods
*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.
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
Types of audiences on Domain
Cashed-up Renters1
Young Families2
¡ 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
232k 158kunique users on Domain/mth
unique users on Domain/mth
47% 50%more likely to be on Domain*
more likely to be on Domain*
$134k $134kaverage house-hold income
average house-hold income
Audience insights
Types of audiences on Domain
*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.
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
More likely to spend on/obtain.. More likely to spend on/obtain..
159% 150%78% 74%76% 52%New Car New car Home
entertainment appliances
Oven or stove top
Home entertainment appliances
A BBQ
Upgraders3 Investors4
Targeting with Domain
Targeting Packages1. New / Established
5. Customisation
2. Engagment 3. Affluence 4. Home Buyer Type
5.1 5.2 5.3All packages can be customised by geography, property type and page type, subject to approval by the Yield and Inventory Manager.
Regions
State
House or Unit
Bedroom count
Homepage
Search Result
Property Details
1.1 2.1 3.1 4.1Viewed 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 $700,000
All Home Buyers Serious Home Buyers Premium Buyers First Home Buyers
1.2 2.2 3.2 4.2New 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 $700,000
Viewed or searched in the Domain new homes section
Serious New Buyers Premium New Buyers UpgradersNew Home Buyers
1.3 2.3 3.3 4.3Viewed 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
Serious Movers Premium Movers Property InvestorsMovers (Rent)
Geography Property Type Page
Utilise Domain and Fairfax Media’s wealth of customer data to create highly qualified segments
How Adobe Audience Manager Works:
1. Data Inputs
2. Audience Segmentation
3. Deliver Solutions
1st Party
2nd Party
3rd Party
Collate and merge data from various sources, including Domain, Fairfax and third party sources.
Group users into segments based on behavioural traits, e.g. first home buyers and investors.
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)
Mobile insights
Source: emmaTM conducted by Ipsos MediaCT, People 14+ for the 12 months ending July 2014, Nielsen Online Ratings July 2014, People 14+ only.Mobile users versus desktop users, according to average household income and social grade
Mobile users tend to be more affluent than the typical home seeker
Avg age41 Avg age35are in the AB quintile50% are in the AB
quintile48%Average household income$149k Average household
income$136kmore likely to buy property in the next 12 months
1.81x more likely to buy property in the next 12 months
1.78xSource: emmaTM conducted by Ipsos MediaCT, People 14+ for the 12 months ending March 2015, Nielsen Online Ratings March 2015, People 14+ only.
Domain tablet users Domain smartphone users
Mobile is both driving and tapping into the need to be ‘on’, and not miss out
12 1 2 3 4 5 6 7 8 9 10 11 12 1 2 3 4 5 6 7 8 9 10 11AM PM
Desktop
Mobile
Domain usage throughout the day(Percentage usage per platform, Thursday 4/9)
Morning A�ernoon Evening
0
3%
6%
9%
12%
Domain usage throughout the week(Percentage usage per platform, week ending 31/08/2014)
WeekendWeekdays
10%
14%
18%
Mon Tue Wed Thu Fri Sat Sun
Desktop
Mobile
Mobile insights
Source: Google Analytics
The journey is changing...
Visits to Domain Group have almost doubled in three years as more users supplement web with mobile site and apps
Mobile insights
0
3m
6m
9m
12m
15m
Nov-14
Sep-14
Jul-1
4
May-14
Mar-14
Jan-14
Nov-13
Sep-13
Jul-1
3
May-13
Mar-13
Jan-13
Nov-12
Sep-12
Jul-1
2
May-12
Mar-12
Jan-12
Nov-11
Desktop (Domain Group)Visits, Desktop compared MobileMonthly (rolling 3 months) Mobile (Domain Group, m:site and apps)
mobile insights
Domain has the most highly rated real estate apps in Australia
#1 apps
visits to Domain Group mobile site and apps in November 2014
11 million
increase in mobile visits in November 2014 compared to year prior
32%
app downloads and counting3.2 million
increase in app downloads in 201440%
Source: Google Analytics, Mobile Dashboard and Domain internal data
Domain has the most highly rated real estate apps
Mobile insights
iPhoneiPadAndroid
Domain
Domain
Domain
Realestate
Realestate
Realestatevs.
vs.
vs.
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 2014. Mobile visits via Mobile Dashboard and Google Analytics.
Integrated Inline ads
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?
Mobile products
Domain iPad app
Android App
iOS app
Inline ads offer a high-impact way to reach the valuable and growing audience of mobile users.
iPad search banner ads
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.
Reach high value iPad users in an uncluttered environment.
Available on which platforms? Domain iPad app
Mobile products
Repayment calculator sponsorships
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.
An essential tool used to calculate monthly mortgage repayments.
Available on which platforms?
Features:
iPhone app Android app
High Traffic
Prominent branding Call to action button
Mobile products
Mobile site banner ads
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.
Connect with a huge, affluent and growing audience of mobile users
Available on which platforms?
Domain mobile site
Mobile products
Shortlist and inspection planner sponsorship
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?
Features:
iPhone app
Sponsorship logo
Bottom banner only or bottom banner with two buttons underneath
The perfect time to generate leads - when consumers are narrowing down and inspecting
Mobile products
Moving guide sponsorship
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?
Features:
iPhone app
Android app
Sponsorship logo
Two call-to-action buttons located at the bottom (e.g. email or call)
Connect with consumers at the all-important moving stage of their property journey.
Mobile products
Key pages
Desktop sections
1
1
2
2
3
34 4
Home Page
Search Results
Property Details Page
Photo Gallery
Engage with a huge audience of home seekers (National only.).
High traffic pages and ability to target Buy, New, Rent, Sold and Share sections
High traffic pages and ability to target Buy, New, Rent, Sold and Share. sections.
Target property enthusiasts. (Sub-sections available)
Desktop sections
The home page elevator: High-impact & unmissable
For details see: domain.com.au/group/media-centre
The home page elevator: High-impact & unmissable
Desktop sections
The home page elevator: above the fold transitionThe home page elevator: above the fold transition
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
Desktop products
Gutters
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.
Gutter ad provide a bold presence across the home page
Standard guttering (125 x 700px)Where can these run?
New Homes
Find an Agent
Investor page
News and adviceNote: Third party ad serving required
Desktop products
Expanding Half PageA 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?
Expanded (user intiated)
Search Results New Homes News and advice
Note: Third party ad serving required
Home Page ✓Search Results ✓ ✓ ✓ ✓Property Details ✓Photo Gallery ✓ ✓New Homes ✓ ✓ ✓ AFind an Agent ✓News and Advice ✓ ✓ ✓Invest ✓ ✓
1
1
2
2 3 4 5 43
5
Medium rectangle Half Page
Leaderboard Skyscraper
Insearch Ad
Desktop products
Domain accepts a range of IAB standard ad sizes, including:
Standard Ads
300 x 250px 300 x 600px
728 x 90px 160 x 600px
580 x 100px
Where can these run?
A = Available to developers only
Note: Option to third party ad serve
VideoPresent your TV and video commercials in a standard Medium Rectangle ad placement.
Desktop products
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
Dynamic Ad Units
Note: Click to open into lightbox - must be user initiated
Pull listing and search data into the advertising creative to create highly relevant and engaging campaigns
Desktop products
What data can be pulled in?
Where can dynamic ads run?
Ad units available?
Property attributes, e.g. location, property type, price and bedrooms.
Search Results
Property Details Pages
New Homes
News and advice
Investor page
Leaderboards
Medium rectangle
Skyscraper
Third party ad serving required
Digital Sushi Train
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.
Desktop products
Presents products and offers in a carousel style.
Note: Third party ad serving required
Interactive 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.
Desktop products
Showcase your products or services in an impressive half page concertina.
Note: Third party ad serving required
Quadrants
Property Details Page The Home Page
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.
Domain Newsletter sponsorshipThe Domain Newsletter is delivered to over 160,000* email 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
ContactsSydney Melbourne
Elias Psarologos Andrew KnowlesAgency Sales Manager Agency Sales Director
Tel: 02 9282 2434 Tel: 03 9249 5228Mob: 0402 464 763 Mob: 0404 872 [email protected] [email protected]
