Adweek reports that the real estate industry is now the second-largest spender on online advertising, accounting for almost 45% of its total advertising spending (in 2010) of $20 billion. A large chunk of that advertising used to be a staple of the newspaper industry, and it seems unlikely that papers will be able to change real estate's advertising strategy.
(Newspapers have lost significant advertising revenues from classified advertising, auto dealers, and real estate firms in recent years - mostly to Internet services and advertising that has exploited its inherent advantages in currency and interactivity, particularly the ability to search.)
Source: "Real Estate Second-Biggest Online Advertiser", Online Media Daily
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