Zillow, Newspapers Expand Consortium Agreement

  |  September 8, 2008   |  Comments

Deal will give real estate site greater reach in appeal to national advertisers.

In an appeal to national advertisers, Zillow has expanded its arrangement with newspapers in the Newspaper Consortium.

The move creates a real estate-focused online ad network capable of touching over 63 million monthly unique and targeted visitors, according to Zillow. Ads will be targeted to real estate and home-related content.

For Zillow, forging relationships with newspapers will help it appeal to advertisers for whom its 5.4 million-strong audience is too paltry, according to Greg Schwartz, VP of sales at Zillow.

"We need Yahoo Local scale," said Schwartz, adding advertisers "want to see 50 million reach."

Last November Zillow partnered with The Newspaper Consortium to run real estate classified ads on Zillow. Today the Consortium will extend the relationship to include display ads that can be sold in both directions. Zillow will sell targeted display ads that will appear in newspaper sections such as real estate, sports, and other pages deemed conducive to reaching home buyers. Each paper will in turn be able to sell local ads on Zillow's site, targeted to searches in particular neighborhoods, demographics, or even particular houses.

"These are great brands. This isn't some blind network where the advertisers don't know where their ads will appear; these are all premium newspaper sites," said Schwartz.

The real estate ad network is beneficial for both Zillow and the newspapers, Schwartz believes. "We don't have the bandwidth to be relevant to [local] furniture stores," he said. However, Shwartz explained regional newspapers have feet on the ground in their markets, and can upsell ad placements on Zillow when selling for their own online presences.

Member papers include 11 major newspaper publishing companies, and ultimately 282 major newspapers nationwide. Publishing companies include Hearst, Lee Enterprises, Media General, MediaNews Group, Morris Communications, Philadelphia Media Holdings, and E.W. Scripps, plus dailies including The San Francisco Chronicle, Houston Chronicle, San Jose Mercury News, The Tampa Tribune, The Philadelphia Inquirer, and the St. Louis Post-Dispatch.

Zillow, a real estate-focused site, offers homeowners, buyers, sellers, and real estate agents information on home values for particular neighborhoods. The site received 5.4 million unique visitors in August, according to its own internal reporting based on Omniture data.

ClickZ Live Toronto Twitter Canada MD Kirstine Stewart to Keynote Toronto
ClickZ Live Toronto (May 14-16) is a new event addressing the rapidly changing landscape that digital marketers face. The agenda focuses on customer engagement and attaining maximum ROI through online marketing efforts across paid, owned & earned media. Register now and save!*
*Early Bird Rates expire April 17.

ABOUT THE AUTHOR

Enid Burns

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.

COMMENTS

UPCOMING EVENTS

Featured White Papers

ion Interactive Marketing Apps for Landing Pages White Paper

Marketing Apps for Landing Pages White Paper
Marketing apps can elevate a formulaic landing page into a highly interactive user experience. Learn how to turn your static content into exciting marketing apps.

eMarketer: Redefining Mobile-Only Users: Millions Selectively Avoid the Desktop

Redefining 'Mobile-Only' Users: Millions Selectively Avoid the Desktop
A new breed of selective mobile-only consumers has emerged. What are the demos of these users and how and where can marketers reach them?

Jobs

    • Contact Center Professional
      Contact Center Professional (TCC: The Contact Center) - Hunt ValleyLooking to join a workforce that prides themselves on being routine and keeping...
    • Recruitment and Team Building Ambassador
      Recruitment and Team Building Ambassador (Agora Inc.) - BaltimoreAgora, www.agora-inc.com, continues to expand! In order to meet the needs of our...
    • Design and Publishing Specialist
      Design and Publishing Specialist (Bonner and Partners) - BaltimoreIf you’re a hungry self-starter, creative, organized and have an extreme...