Fairfax In The Naughty Corner After Re-Publishing Ads That Claim Domain Is Top Real Estate App

Fairfax In The Naughty Corner After Re-Publishing Ads That Claim Domain Is Top Real Estate App
B&T Magazine
By B&T Magazine



The real estate wars between News Corp and Fairfax continue to cause trouble, with Fairfax forced to apologise for re-publishing the ads that asserted its Domain app was number one.

Fairfax was busted for re-printing the advertisements in The Age and The Sydney Morning Herald, despite promising courts it would stop, however says it was caused by a production error.

The fight for the elusive ‘Number One Property App in the Country’ title is a petulant fight, and Domain Group, a part of Fairfax Media, claimed that honour for themselves when they released a series of wraparound adverts across its papers on Thursday, February 11.

REA Group, the company that owns realestate.com.au, majority-owned by News Corp Australia, made a stack of noise about the adverts, saying they were deceptive and complete malarkey.

So Fairfax agreed to withhold the ads until the matter was settled. But clearly, it didn’t keep its promise.

The chief executive of Domain, Antony Catalano, attended court as lawyers tried to stop contempt proceedings for running the print ads over the weekend asserting its ‘number one’ claims. Fairfax said the advertisements were run in error, according to The Oz, and that they were investigating how they managed to go to print.

“Fairfax wishes at the first ­opportunity to express its sincere and unreserved apology for what has occurred,” barrister Timothy McEvoy said.

Will Houghton QC for REA told the court the realestate.com.au app had 4.8 million downloads by October 2015, compared to 4.2 million for Domain, with Domain boasting far fewer downloads, property listings and unique users than real­estate.com.au.

“(The weekend ­advertisements) have a tendency to mislead because they are simply untrue,” he said, per The Oz.

“On number of visits we are so far ahead it’s not funny.”

Fairfax argued that the metric being used to measure these stats weren’t adequate as it looks at historic downloads, whereas recent uses of the app were a better way to size up the competitors.

REA is expected to argue for damages when the matter returns to court on 7 March, where both parties will have a chance to say their piece. Until then, Fairfax is in the naughty corner and not allowed to publish any more of its ads.

 




Latest News

It’s Friday Quiz Time Again!
  • Media

It’s Friday Quiz Time Again!

Take B&T's trivia quiz for your chance to win a $100 booze voucher and possible cirrhosis of a major internal organ.

Recommended

by B&T Magazine

B&T Magazine
Big data technology and data science illustration. Data flow concept. Querying, analysing, visualizing complex information. Neural network for artificial intelligence. Data mining. Business analytics.
  • Marketing

SenateSHJ Launches New Trans-Tasman Practices

SenateSHJ has launched a new digital, data and insights capability designed to help clients tackle the growing complexity of communication challenges. SenateSHJ Digital, Data and Insights (DDI) will combine the firm’s existing Digital and Insights functions to create a Trans-Tasman capability focused on digital communication, and the generation and use of data to improve communication. […]

New BrandStory Format From Bonzai Allows 3x More Ad Space on Mobile
  • Media

New BrandStory Format From Bonzai Allows 3x More Ad Space on Mobile

Creative technology platform Bonzai has announced the launch of BrandStory – a new premium mobile ad format. BrandStory offers triple the ad space and 2.8 times greater time in view than single scroll ad formats, addressing the surging demand from brands worldwide for more real estate to drive real results by seamlessly intertwining awareness, exploration […]

B&T’s Search For Australia’s Greatest Ad Heads To Channel 7
  • Advertising

B&T’s Search For Australia’s Greatest Ad Heads To Channel 7

B&T went through the looking glass this morning, with editor-in-chief David Hovenden (above) appearing on Channel 7’s The Morning Show to get the general public involved in our search for Australia’s Greatest Ad. Hovenden chatted with Kylie Gillies and stand-in host Matt Doran about what makes a great ad and showcasing some of our favourites […]

Recommended

by B&T Magazine

B&T Magazine
Opinion: The Tall Planner’s Kate Smither On The DBA Dilemma
  • Opinion

Opinion: The Tall Planner’s Kate Smither On The DBA Dilemma

The science is not in question – smarter people than I, with far more data, have codified it. The logic is not up for grabs…it makes sense that creating mental shortcuts to your brand keeps you at the top of your mind. Lead image: Kate Smither – Owner, The Tall Planner I wouldn’t even take […]

Opinion

by B&T Magazine

B&T Magazine
African woman using a cellphone in an office alone
  • Marketing

Ortto & Tall Bob Partner To Deliver Better SMS & MMS For Australian & NZ Businesses

Two Australian-born technology providers have joined forces to bring more power and choice to marketers in Australia and New Zealand with mobile messaging that is more local, cost-effective, and integrated. It’s a partnership that sees two Australian software companies come together to deliver a world-class mobile-first solution for marketers building data-driven, personalised, omnichannel campaigns. While […]

Slew Of New Hires At Snap Inc.
  • Media

Slew Of New Hires At Snap Inc.

Snap Inc. has announced a number of new recruits. B&T unaware if it positively impacted SEEK's share price.

Reddit Gets Playful Brand Refresh
  • Technology

Reddit Gets Playful Brand Refresh

This will be of interest to any Reddit fans, graphic designers or lovers of an orange so bright it burns the retinas.

Zitcha & Broadsign Partner To Drive Global In-Store Retail Media Market
  • Advertising

Zitcha & Broadsign Partner To Drive Global In-Store Retail Media Market

Zitcha and Broadsign have teamed up to integrate the Broadsign out-of-home (OOH) advertising platform with Zitcha’s retail media platform. The collaboration empowers retailers to maximise and monetise in-store digital display networks and enables advertising partners to easily view and book available in-store inventory and review campaign performance alongside the retailer’s other media channels. With the […]

Double Rainbouu & 7-Eleven Launch Exclusive Summer Fashion Label
  • Marketing

Double Rainbouu & 7-Eleven Launch Exclusive Summer Fashion Label

Today, 7-Eleven has announced a one-of-a-kind collaboration with the popular Sydney-based anti-resort wear label Double Rainbouu. Dropping tomorrow, December 1, just in time for summer, this limited-edition capsule will infuse the fashion brand’s rebellious spirit with a distinctly iconic 7-Eleven flavour. The unisex collection features five must-have styles comprising two signature Hawaiian shirts, a peaked cap, a bucket hat […]