REA Group has entered the self-serve ad buying business after joining with Viztrade (pictured: CEO Simon Larcey) on a solution.
The two firms have partnered to create REA Group’s display advertising service, Promote, which allows advertisers to market their business at a hyper-local level, to any of the 15,000 searchable suburbs on realestate.com.au.
“We’re pleased to be working with Viztrade to open our ad inventory to the massive SME customer base in Australia,” said Scott Holmes, innovation and strategy manager, REA Group.
“Our goal is to make it easier for our customers to do business with us, while ensuring our sales team can focus on more complex customer requests.”
“Digital display is an important part of the advertising business for realestate.com.au. Among others, we currently sell advertising space to real estate agents, property developers, marketing agencies, commercial property agents and media agencies,” said Holmes.
The Viztrade platform will help REA expand its advertising sales channels to reach a broader range of SME advertisers. Holmes said the current digital display advertising landscape was difficult for SME clients to navigate as it was fragmented, complex and used expensive legacy systems.
“Self-serve advertising was the best solution for REA Group,” added Holmes.
“We questioned how to best service the SME market where the average spend is around $400 per month, and the Viztrade platform provides the ideal solution.”
REA Group launched the Viztrade self-serve offering late last year and has already executed campaigns in over 700 suburbs.
Viztrade said its self-serve solution cuts the ad buying process down from twelve to four steps, and that advertisers can load a new campaign in just four minutes.
Viztrade CEO Simon Larcey said the platform was aimed at making advertising inventory accessible and uploading a campaign as easy as possible.
