Rightmove opts for short-form TV ads to boost brand affinity
Rightmove is switching its media strategy to prioritise short, bite-sized TV media in an attempt to adapt to people displaying many of the same ad avoidance tendencies on TV that they do online.
The shift in marketing is on display in the property portal’s latest campaign. Rightmove is using 10-second animated spots to push the next phase of its “Find Your Happy” promotion, drawing on the insight that every home-mover looks for something different in a property to make them happy.
The Homebrew-created ads are designed to appeal to different types of buyers, whether it’s a family, a couple or a first-time purchaser. For example, in one TV spot the focus is on a property’s proximity to the station and how the shorter commute would free up time to spend with the family.
Rightmove faces greater competition from estate agencies .Next month a conglomerate of the country’s biggest estate agents will unite behind a properties listing website, Onthemarket.com, in the hope breaking what they claim is a “duopoly” of the two big property sites; Rightmove and Zoopla.
Rightmove’s emphasis on shorter ads reflects a paradigm shift in attitudes among advertisers that longer creative might not always be the most effective. The number of 15-second adverts increased more than 80 per cent between 2008 and 2012, according to Nielsen. It is significant jump in a short time span, particularly in the absence of Vine and the advent of content marketing.