CoStar Group, Inc. recently launched a national exclusively Spanish apartment-listing site, Apartamentos.com. CoStar Group, uses technology to connect real estate professionals with the people and information they need to succeed. Portada talked to Patrick Dodson, Vice President Marketing at CoStar Group, about the new Spanish-language site and how the new offering integrates into Costar’s overall marketing strategy.
CoStar Group, Inc. recently launched an exclusively Spanish apartment-listing site, Apartamentos.com. Patrick Dodson, Vice President Marketing at CoStar Group (photo below), tells Portada that the new site primarily targets 18-49 year old renters who represent 20% of the US renter population. Apartamentos.com top target markets are New York, L.A., Miami, Wahsington DC, Houston Dallas and Chicago. According to Dodson, Apartments.com has the highest awareness of any apartment site among Hispanics, and ranks in the top for usage as well. “This sets us up for great success on the new Apartamentos.com. Property Managers can now receive leads in either English or Spanish, with on-line translation available .”
Hispanic renters between 18 to 49 years old represent approximately 20% of the overall U.S. renter population.
2 Steps to Build a Site that Renters Love
According to Dodson, “the first step is to build a site that renters love and engage with to deliver the best online consumer experience. This means having comprehensive content, rich media, custom search tools, and a comprehensive inventory.” Second, Dodson adds that paramount to “reach the largest audience via multi-channel marketing tactics, with a strong focus on digital and mobile, supported with traditional formats to create the highest traffic and engagement possible in order to deliver the most leads to our property owners.”
Reach the largest audience via multi-channel marketing tactics, with a strong focus on digital and mobile, supported with traditional formats.
The role of SEO
According to Dodson, “SEO plays a key role in our marketing strategy, as many prospective renters start their apartment search process with research on search engines like Google. We continually optimize our website, both desktop and mobile, to deliver an optimal consumer experience, and we earn a large portion of our site traffic from organic search. Apartments.com consistently performs ahead of competitors on organic search rankings.”
Brewing company Molson Coors has moved its’ US media business to Publicis Media, with the creation of a bespoke ‘Connect’ media solution. Zenith Media retained the account in the UK. The US account was valued by Kantar Media at US$340m in ad expenditures during the first nine months of 2016. IPG’s Initiative was the incumbent since 2008.Kinetic will continue to be the out-of-home partner in both the UK and the US. Recently, Molson completed its US $100 billion takeover of MillerCoors, which is now the larger company’s US division and the country’s largest single brewer. Publicis Media has created two Molson-dedicated units to service the account, including Chicago-based Connect powered by Publicis Media for their U.S. business, and London-based Connect powered by Zenith for the U.K. business.
To get detailed contact information about the DECISION MAKERS BEHIND THESE CAMPAIGNS AND ACCESS AN INTERACTIVE DATABASE OF MORE THAN 2,500 MARKETERS targeting U.S. consumers, please contact Sales Research Manager Silvina Poirier firstname.lastname@example.org activate your subscription.
Toy maker brand Mattel has appointed two Publicis Groupe’s MediaVest|Spark and DigitasLBI for media planning and buying duties following a review that began last October.Mattel spent around US$120 million annually on ads in 2015, according to Kantar Media. Prior to the new assignment, Publicis Groupe’s Starcom handled planning and WPP’s Mindshare did buying.
To get detailed contact information about the DECISION MAKERS BEHIND THESE CAMPAIGNS AND ACCESS AN INTERACTIVE DATABASE OF MORE THAN 2,500 MARKETERS targeting U.S. consumers, please contact Sales Research Manager Silvina Poirier email@example.com to activate your subscription.
Destination Canada has two new agency partners who will help bring more travelers to Canada.The two media agencies selected to work on the account are IPG Mediabrands Canada (IPG) and DIG Digital Innovation Group Inc. (DIG).Destination Canada’s media agencies will be responsible for channel strategy; media purchasing for paid search; social media, programmatic digital media buying and traditional media; global and regional content partnership negotiations; technical media production and tag management implementation as well as analytics and reporting.Incumbents were OMD, in collaboration with DDB, and Acronym. Destination Canada will continue to work with OMD and Acronym through to the end of April.
CoStar Group, Inc. launched the nation’s only exclusively Spanish apartment-listing site, Apartamentos.com. Built and tailored to meet the needs Spanish language households in the U.S., Apartamentos.com is the newest addition to the Apartments.com network of sites– joining Apartments.com, Apartment Finder, Apartment Home Living, move.com, doorsteps.com and realtor.com®. As part of CoStar Group’s process in pioneering a Spanish language apartment site, community listings have been subject to human translation for the most accurate and authentic presentation. Property Managers can receive leads in either English or Spanish, with on-line translation available. Every current and future paid advertiser on Apartments.com will receive a translated ad on Apartamentos.com to reach an even broader audience.
Philly Cream Cheese
Philly Cream Cheese, a Kraft Heinz brand, is running its new “Tiene que ser Philadelphia” Spanish-language advertising campaign. Ads are running in Telemundo, Univision and Unimas with online video ads also planned. In the new “Tia” spot, the power of creamy Philadelphia cream cheese transforms a family event into something enjoyable and irresistible for everyone. It showcases how the authentic and fresh ingredients that go into Philly give it power to transform everyday moments like these. The spot also highlights the brand’s less processed credentials – no artificial preservatives, flavors, or dyes in the soft cream cheese spread. For Philadelphia, this spot is geared towards their growing Hispanic market, supporting an affinity for this beloved brand. In addition to launching this new creative campaign, Philly is pushing into snacking with three new products launching early 2017 in nationwide retailers: Cheesecake Cups, Bagel Chips and Cream Cheese Dip, and Garlic & Herb Cream Cheese Spread. Creative agency behind the effort was Lapiz. Starcom Mediavest is Kraft Heinz media agency of record. Kraft Heinz spent $44.2 million on measured-media for Philly brands from January through October 2016, after spending $33.7 million in calendar 2015, according to Kantar Media.
PwC (formerly Pricewaterhouse Coopers) is reviewing media agencies to assist in the execution of an advertising campaign, according to AgencySpy. A spokesperson indicated that this would be a strictly media agency review, but several parties close to the matter tell AgencySpy the remit goes beyond media strategy to include creative—and that Huge and Deutsch are among the shops currently pitching. PwC has been steadily building its internal agency Digiday profile for the last three years. PwC spent around US$11 million on paid media in 2015 and just under US$10 million during the first 9 months of 2016, according to Kantar Media.
DishLATINO launched Sigue Haciéndola (which translates “keep pressing on”), a comprehensive campaign recognizing and celebrating U.S. Hispanics, from their cultural heritage to the values, dreams, and even challenges that inspire them to keep moving forward. The campaign features new TV commercials starring actor, producer and director Eugenio Derbez. One of the spots, known as Reconocimiento (“Recognition”), shows fans recognizing Derbez because of his fame, then turns the focus to the hard-working Latinos who are dedicated to providing for their families and communities. Latin Grammy “Best New Artist” nominees Periko & Jessi Leon wrote and recorded an uplifting, original anthem, “Somos Latinos.” Periko & Jessi Leon star in a new music video. The song can also be heard in the TV spots featuring Eugenio Derbez, as well as in other elements of the campaign. DishLATINO will be inviting U.S. Hispanics to share their story by customizing an image (such as a social media profile picture) to show where they’re from and where they’re making it. Users can then upload the image directly to social media and add a message about their unique story. Eugenio Derbez, who will be among the first to create and share a customized image, shares more about how to create an image in this video (Spanish only).