According to June 2012 survey results from RSW/US, nearly three out of ten marketers say they have shifted at least half of their marketing spending from traditional to digital advertising over the past three years. The data also shows that two in three have moved at least 30% of their budgets from traditional to digital, while just 4% have not changed their spending mix.
These findings align closely with March 2012 results from a DataXu survey, which found about one-third of CMOs (Chief Marketing Officers) saying that more than half of their budgets have shifted from traditional to digital marketing in the past year, and an additional 23% reporting a shift of between 26% – 50% , to digital.
As a result of this shift in spending, 44% of marketers report that they are now spending at least half of their budgets on social and digital media. This represents a 42% increase from 31% spending that amount on digital and social media in 2009. This year, just 5% remain digital and social holdouts, allocating none of their marketing budgets to these channels.
What this means for portals is that your UV count is available to advertisers that are interested in selling other things besides home and apartments. The same person that is looking to buy a new home will need a Lender, a mover and perhaps a cleaner. To say nothing that this same demographic could be interested in travel, wine or maybe even buying a new car. Higher click thru rates can be charged by portals with international sections as well, as these ‘eyeballs’ are normally upwardly mobile and affluent, the ideal market for elite advertisers.
Ad space is at a premium and most Property Portals are not taking advantage of their own un-developed real estate.