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Apartments.com Leans Into Streaming Video and Social Media in New 2023 Advertising Campaign
Rhea-AI Impact
(Neutral)
Rhea-AI Sentiment
(Very Positive)
Tags
Rhea-AI Summary
CoStar Group (NASDAQ: CSGP) announces a significant marketing shift for its brand Apartments.com, focusing primarily on streaming video and social media. The 2023 campaign, featuring Jeff Goldblum for the ninth year, engages renters through platforms like TikTok, Instagram, and Snapchat. Research indicates that 82% of renters watch streaming video daily, prompting this strategic pivot. The campaign will feature new partnerships with ad-supported streaming services Netflix and Disney+, alongside ongoing collaborations with Spotify and Pandora, aiming to drive millions of qualified renters to clients’ listings.
Positive
First-time focus on streaming video as the largest investment in marketing.
Research-driven campaign tailored to renter habits, enhancing engagement.
Partnerships with high-profile platforms like Netflix and Disney+, expanding reach.
Continued prominence of Jeff Goldblum, reinforcing brand trust.
Negative
None.
Jeff Goldblum returns for the ninth consecutive year as Brad Bellflower in a new multichannel campaign
WASHINGTON--(BUSINESS WIRE)--
Apartments.com, a CoStar Group brand (NASDAQ: CSGP), has launched a new multichannel marketing campaign that marks the brand’s largest shift to streaming video and social media to reach renters based on their evolving media consumption habits. For the first time ever, the 2023 campaign relies on streaming video as the largest investment of all awareness channels, rather than linear TV.
The media mix was informed by first- and third-party research on renter consumption behaviors, including data from tens of thousands of renters on Apartments.com as well as the most recent National Multifamily Housing Council/Grace Hill Renter Preferences Survey Report, which included responses from more than 221,000 renters nationwide. The survey that found 82% of renters watch streaming video and 73% listen to streaming music at least once per day. With research showing that more than 50% of renters are age 34 or below, the campaign will continue to primarily focus on the platforms on which these renters consume media.
Jeff Goldblum returns for the ninth consecutive year as “the Inventor of the Apartminternet” Brad Bellflower, a tech entrepreneur dedicated to making Apartments.com “the place to find a place.” Tapping into popular social trends across TikTok, Instagram and Snapchat, Goldblum appears in popular dances, cooking videos and fashion hauls, all categories that resonate with the renter audience. The campaign reaffirms the brand’s leadership and trustworthiness within the rental category.
“Apartments.com has always been a pioneer,” said Patrick Dodson, Vice President of Marketing, Apartments.com. “We're proud to lead the shift beyond legacy media into a truly multichannel approach that ensures we’re reaching renters where they’re consuming content. By doing so we’re driving millions of qualified renters to our clients’ communities.”
The array of platforms for the 2023 advertising campaign has expanded to include new ad-supported streaming video partners Netflix and Disney+. Alongside a greater focus on influencers, social media platforms such as TikTok and Instagram have received record investments. At the same time, Apartments.com has continued its partnership with streaming audio channels Spotify and Pandora and maintained linear television ads across major TV networks and in high-profile sports programming.
This year’s advertising campaign highlights not only the most sought after apartment amenities but also incorporates the most popular and helpful search tools, based on data from over 1 billion searches on Apartments.com.
About CoStar Group, Inc.
CoStar Group, Inc. (NASDAQ: CSGP), a leading provider of online real estate marketplaces, information, and analytics in the property markets. Founded in 1987, CoStar conducts expansive, ongoing research to produce and maintain the largest and most comprehensive database of commercial real estate information. Our suite of online services enables clients to analyze, interpret and gain unmatched insight on commercial property values, market conditions and current availabilities. STR provides premium data benchmarking, analytics, and marketplace insights for the global hospitality industry. Ten-X provides a leading platform for conducting commercial real estate online auctions and negotiated bids. LoopNet is the most heavily trafficked commercial real estate marketplace online. Apartments.com, ApartmentFinder.com, ForRent.com, ApartmentHomeLiving.com, Westside Rentals, AFTER55.com, CorporateHousing.com, ForRentUniversity.com and Apartamentos.com form the premier online apartment resource for renters seeking great apartment homes and provide property managers and owners a proven platform for marketing their properties. Homes.com is the fastest growing residential marketplace and offers real estate professionals advertising and marketing services for residential properties. Homesnap is an industry-leading online and mobile software platform that provides user-friendly applications to optimize residential real estate agent workflow and reinforce the agent-client relationship. BureauxLocaux is one of the largest specialized property portals for buying and leasing commercial real estate in France. Business Immo is France’s leading commercial real estate news service. CoStar Group’s websites attract tens of millions of unique monthly visitors. Headquartered in Washington, DC, CoStar Group maintains offices throughout the U.S., Europe, Canada, and Asia. From time to time, we plan to utilize our corporate website, www.costargroup.com, as a channel of distribution for material company information.
Apartments.com is supported by the industry’s largest professional research team, which visits and photographs properties nationwide. The team calls apartment owners and property managers each month, collecting and verifying current availabilities, rental rates, pet policies, fees, leasing incentives, concessions and more.
Apartments.com offers more rental listings than any other listing website in the U.S., with innovative features including virtual 3D tours, a drawing tool that allows users to define their own search areas on a map, and instant notifications and alerts. Apartments.com creates easy access to its listings through a responsive website and iOS and Android apps and provides exposure for its advertisers through an intuitive name, strategic search engine placements and a multi-channel national marketing campaign.
The Apartments.com Network reaches millions of renters nationwide, driving highly engaged in-market renters to apartment community leasing offices. For more information, visit Apartments.com.
What is CoStar Group's marketing strategy for Apartments.com in 2023?
CoStar Group is shifting its marketing strategy for Apartments.com to prioritize streaming video and social media, moving away from traditional TV.
How has consumer behavior influenced Apartments.com's advertising campaign?
Apartments.com's campaign is based on research showing that 82% of renters watch streaming video daily, guiding their focus on platforms like TikTok and Instagram.
What role does Jeff Goldblum play in Apartments.com's marketing campaign?
Jeff Goldblum returns as 'Brad Bellflower', the Inventor of the Apartminternet, representing Apartments.com for the ninth consecutive year.
Which platforms are included in Apartments.com's new ad campaign?
The 2023 campaign includes partnerships with streaming services Netflix and Disney+, as well as social media channels like TikTok, Instagram, and Snapchat.
How does Apartments.com plan to drive traffic to its listings?
The marketing campaign aims to drive millions of qualified renters to clients’ communities by leveraging data and engaging content on popular platforms.
