New exercises in advertising from OnTheMarket and Purplebricks

The OnTheMarket TV advertising campaign which began on Boxing Day will continue throughout this month – and will be screened in gyms.

Meanwhile, Purplebricks used a weekend of sport to make its presence self, sponsoring the shirts of the Scotland rugby team as the Six Nations tournament kicked off.

Announcing the move, Purplebricks CEO Michael Bruce said: “We’ve been a big admirer of the exciting ambition embodied by the Scotland rugby team. We share the ambition continually improve in every area and to ignore conventional wisdom to achieve a better outcome.

“The attention to detail and professionalism from head coach Gregor Townsend and his team is clear for all to see and we’re very proud to be a part of that journey.”

Not content with rugby, Purplebricks also had a new – and very compelling – TV advert screened on TV, in the half-time interval in the football league match between Leicester City and Manchester United.

Meanwhile, the TV adverts promoting OTM’s ‘new and exclusive’ feature to home hunters will run nationally on a mix of ITV, Channel 4 and Channel 5 and on digital channels, including Sky .

The campaign will also run on the catch-up services of ITV Hub, All4 and Sky, as well as appearing on the Videology and Finecast networks.

The advert will also appear on TV screens in 850 gyms across the UK this month – including David Lloyd, Nuffield Health, Fitness First, Pure Gym, The Gym and many independents.

OnTheMarket’s long-term radio advertising partnership for Premier League football content on talkSport continues, while advertising will also be seen in the stadiums for some of the Six Nations rugby matches – on February 23, Wales v England at the Principality Stadium in Cardiff; and on March 9, Scotland v Wales at Murrayfield in Edinburgh.

The portal said sustained heavyweight investment in digital marketing will continue and there will be an app download campaign on Facebook.

OTM said it is also continuing its partnership with Facebook Marketplace, where its agents can list their rental properties.

Zoopla cancelled this arrangement, while Rightmove never went for it.

Helen Whiteley, OTM’s commercial director, said: “We continue to highlight the fact to our core audience of active property-seekers that every month thousands of new properties are advertised at OnTheMarket 24 hours or more before they are on Rightmove or Zoopla.”

One agent who will now use the ‘new and exclusive’ feature on all its new sole agency instructions is Chancellors.

The firm, which has over 50 branches in London, the south of England and parts of Wales and Herefordshire, said this morning that these new listings will appear 24 to 48 hours before being displayed on any other portal.

Chancellors agreed to join OnTheMarket at the time of its flotation a year ago, with a five-year deal in which it agrees to actively promoting the portal.

Group managing director Robert-Scott Lee said that OTM had “delivered value beyond our expectations”.

He said that the firm’s analysis shows that around two-thirds of leads from OTM are from a new audience of property-seekers, and do not duplicate those from other portals.

Chancellors is one of OTM’s biggest recruits to date.

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7 Comments

  1. Naysayer

    PB spending more money they don’t have. How can you make a loss every year and yet still waste loads of money? Those poor naive investors still pumping money into a sinking ship.

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  2. Bless You

    Surprised a sport like rugby is associating itself with such ethics as payanyway. Maybe it is time to throw in the towel. Can’t play be these rules.

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    1. pat123-

      Surprised? The sport has consistent incidents of violence and eye gouging, some ‘ethics’.

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      1. ArthurHouse02

        Sport doesnt care who advertises, its just who pays the most money. Look at football and the problems many fans now faced with gambling addiction, yet the clubs and authorities continue to jump into bed with gambling companies.

        In fairness to PB, they are a long way down the list of companies that sport shouldnt choose as advertisers.

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  3. GPL

     

    Part of what OTM needs to do is BIN the woeful “Chas & Dave” Ad and commission a much, much STRONGER Advertising Campaign and STOP flogging this deadbeat Ad.

    Marketing is NOT rocket science, although delivering a truly memorable OTM Ad Campaign/Message seems to have completely escaped those in charge.

    …….the old Volvo Ad which dropped the car off the building with the Crash Test Dummies sitting inside? …….I think if you looked through the keyhole of a B.O.D Meeting at OTM, that’s who you would see seated around the table ……when they pull off their IS Masks ……Mission Impossible style!

    OTM? ……get your Ad/Marketing sorted …..you’re wasting time & money (including my monthly subscription!).

     

     

     

     

     

     

     

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  4. GPL

     

    So, there I was earlier…. ITV 3, a little bit of Endeavour with Old Morse & Fred Thursday sluething away….

    …..then the Ad Break rudely interrupted and we were cast back to the 1980’s style Chas n’ Dave OTM Ad… I was searching Hi & Low for my DeLorean Keys to take me back to the 80’s…. just so I could walk into that Cafe with the OTM Ensemble and tell them they would be in/famous in 30/40 Years time?!

    Really….. OTM? …..this is the best Ad that you agreed to Sign-Off On???!!

    …and with that thought…Zzzzzzzzzzzzz

     

     

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  5. 1TB

    Don’t make me laugh, who are they trying to kid. “new audience of property-seekers, and do not duplicate those from other portals”.

     

    And for those wishing to sell their or rent their property – OTM would just like to let you know, that Chancellors along with the other agents showing under the exclusive section, withhold your property from being advertised on by far the two biggest portals by a whole 24hrs.  But it’s all in the interest of you (crossed fingers)…

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