« HelloMetro Hiring Journalists to Cover Local News for Their Online Sites | Main | Stock Price Low Yet New Yahoo CEO Could Make $19 Million Plus? »
January 16, 2009
Realtor Century 21 Moving Its TV Spend To Online Advertising
One of the largest national realty companies, Century 21, has decided to move a large part of their TV advertising budget for 2009 to online marketing, according to Advertising Age.
While Advertising Age see this as part economic and part going where has worked for them over the past two years:
"With the beleaguered real-estate market showing no signs of a turnaround, the realtor has decided to play the numbers and go where the buyers and sellers are: online."
this change in spend could also have a major impact on online advertising perceptions in general.
Century 21 has noticed that they have seen very successful results with their online spends.
As Beverly Thorne, Century 21 senior VP-marketing, told Advertising Age, "the company's research and testing revealed that its online investments in 2008 were substantively more productive and efficient than its offline efforts."
In 2008 online spend was less than 10% of Century 21's advertising budget.
While marketers and writers in our space have been touting the intelligence of increasing spends on paid search, if Century 21 has noticeable success many others in all industries could soon follow.
Posted by Frank Watson on January 16, 2009 11:56 AM
Comments
The Wizard January 17, 2009 11:05 AM
This is a great day for Century 21! They're showing themselves to be proactive during what is a very challenging time for them. Many corporate marketing managers in traditional industries are unwilling to take chances in migrating more of their ad spend to online channels for fear of job loss in a tight labor market. Kudos to Century 21 for showing some courage in making a major move. It's a move in the right direction.
Bob January 17, 2009 3:21 PM
Absolutely glad they are doing this - I'm a boomer, don't watch much TV- when I do its from TIVO, so... I'm online and- I see the CENTURY 21 ds and links in the blogs and ezines I read, in the searches I do, and appreciate it! Who watches TV with commercials anymore! Keep up the good work C21!
Jodi Tussing January 17, 2009 7:46 PM
While the Wizard (commenter above), wonders why it took Century 21 so long to get going online.
I applaud them for making such a bold move so quickly. Essentially, going from 10% spend in 2008 to 100% in 2009.
That's huge.
It’s also an example that we should all follow during these rocky economic times both as businesses and individuals to keep what is working and getting rid of what isn’t.
Joe Chapala Mexico
Joe Chapala Mexico February 24, 2009 7:08 PM
I really must ask what took Century 21 so long for years the first place people started to look for property was online.
This is great news as I have a couple Real Estate Clients