Sot heby ’s Inte rna t i o na l Rea l ty ®
NOTEWORTHY STATS S e c o nd Q u a r te r 2 019
Exceptional Campaigns, Exceptional Results. The Sotheby’s International Realty brand’s innovative and exclusive marketing campaigns with our dynamic digital marketing partners continue to drive leads to our network.
Executive Summary 257,00 0,0 0 0
1 ,700,000
0.6 4%
IMPRESSIONS
CLICKS
CTR
9% decrease YoY
447% increase YoY
64% increase YoY
HIGHLIGHTS: Year-over-year, we’ve seen a 64% increase in CTR across our Direct Digital buys (0.39% vs.0.64%). Introducing the new creative, "Only," that launched on May 15th , which resulted in 23% increase in CTR, when comparing the first month it ran vs the prior period.
Within our direct digital partnerships, Elle Décor has driven the highest volume of website sessions (17.5K) compared to other publishers and they are spending over 4 minutes on site.
glossary of terms on back
Aligning content within a contextually relevant space drove strong enagement for our exclusivity placements.
Q2 STATS
KEY TAKEAWAY NYT’s "Find a Home" video module delivered a CTR of 13.57%. This can be attributed to the videos being displayed within a highly relevant place, NYT Real Estate section.
NYT Real Estate "Find a Home" Video Module
Q2
37,6 3 8
7.73%
LIVE DATE(S)
IMPRESSIONS
Q2 2018 BENCHMARK CTR
KEY TAKEAWAY AD spring banner optimization delivered a 0.47% CTR, 104% higher than the AD CTR benchmark suggesting aligning placements with key traffic months on the AD site aids strong engagement. AD Spring Banner Optimization
APR I L
897,249
0.11% - 0.23 %
LIVE DATE(S)
IMPRESSIONS
Q2 2018 BENCHMARK CTR
Custom units developed with Bloomberg helped drive strong engagement.
Q2 STATS KEY TAKEAWAY Bloomberg’s carousel ad unit delivered a CTR 26.5% higher than the campaign average at 1.00%. We worked with Bloomberg to develop a custom creative assets that helped Sotheby's International Realty standout on the site.
Bloomberg Carousel Ad Unit
4 /2 3 - 7/2 2
1 , 3 13,491
0.79 %
LIVE DATE(S)
IMPRESSIONS
OVERALL BENCHMARK (CTR)
KEY TAKEAWAY Wall Street Journal’s brand video placements delivered a strong CTR (0.45%) and a VCR of 80%, which is 13% above the vendor provided benchmark. By utilizing data driven placements we reached an interested and engaged audience. WSJ Brand Video Ad Unit
Q2
5 8 6,6 2 9
LIVE DATE(S)
IMPRESSIONS
Generating custom content with Juwai drove a CTR well above the benchmark.
Q2 STATS KEY TAKEAWAY The editorial articles posted on Juwai consistently delivered a CTR above the benchmark range for the Juwai site. It is also well within the benchmark range when comparing a similar placement (PropGo editorial) from 2018.
Juwai Brand Editorial
Q2
2 6,079
6.3 1% - 3 9.62%
LIVE DATE(S)
IMPRESSIONS
Q2 2018 BENCHMARK CTR
PropGOLuxury.com Luxury Properties Worldwide
KEY TAKEAWAY The banners across PropGo delivered a CTR in line with the sites benchmark range at 0.24%.
PropGo Brand Banners
Q2
2 ,76 2 ,2 87
0.1% - 0.2%
LIVE DATE(S)
IMPRESSIONS
Q2 2018 BENCHMARK CTR
Q2 STATS
Lead Gen Highlights
KEY TAKEAWAY Juwai and the Luxe Listings drove the highest amount of impressions with 8.5M and 6.4M respectively.
Juwai Luxe Listings
Q2
6,454,02 5
2,751,603
LIVE DATE(S)
IMPRESSIONS
Q2 2018 IMPRESSIONS
KEY TAKEAWAY Luxury Estate’s Collection listings drove the 2nd highest with 2.5M impressions.
Luxury Estate Collection Listings
Q2
2 ,577,9 6 8
1,569,781
LIVE DATE(S)
IMPRESSIONS
Q2 2018 IMPRESSION
Q2 STATS
GPS Unit Performance Overview
KEY TAKEAWAY In 2019, we have expanded the use of the GPS unit across more partners and placements (AD, Nikkei, Mansion Global, Financial Times, Dwell, Elle DĂŠcor, James Edition, PropGoLuxury, NYTimes and WSJ), which has impacted the overall CTR. With that said, this unit continues to drive highly qualified traffic to the site, with users spending more than 2 million sessions on sothebysrealty.com.
Month
Impressions
Clicks
CTR
April
3,690,603
19,764
0.54%
May
2,828,518
14,079
0.50%
June
1,463,049
7,590
0.52%
Grand Total
7,982,170
41,433
0.52%
Benchmark Range
0.87% - 1.95%
1 7 5 , 90
F Q2
DO
S AT LIKE
EN THE
TOP
THREE FB POSTS Q1 (pictured from left to right)
Dallas, Texas Raleigh, North Carolina
71 0 , 6 1,06 IN ONS
019 Q2 2
SI RES
IMP
Palo Alto, California
Follow us on Instagram at @sothebysrealty
THE @SOTHEBYSREALTY INSTAGRAM ACCOUNT NOW HAS OVER
218k FOLLOWERS
OVER
BLOG
24k
TOP POST OF THE QUARTER NEARLY 1.5M VIEWS TO DATE
FOLLOWERS AT THE END OF Q2
FIRST IMPRESSIONS!
FACEBOOK IMPRESSIONS ARE UP WITH NEARLY
1.1M
POST IMPRESSIONS
THE RESULTS ARE IN! We asked questions to determine which trending city best suited you - out of more than 4,000 viewers the winning destination was Bari & Matera, with 29%
165k WHEN COMPARED TO Q2 2018
Q2 STATS
OVER
235.3k
CURRENT CHANNEL SUBSCRIBERS
11.4M
146.2M
6.8M
WATCH TIME
LIFETIME CHANNEL
VIEWS
Watch Time in minutes for Q2 of 2019
Watch time
sothebysrealty.com
8.8M 5.4M VISITS
USERS
TOP 5 REFE RR I N G SOURCES Google, Facebook, Bing, Yahoo!, James Edition
TRAFFIC DRIVING
TOP 5
TOP 5
COUNTR I ES
C I TI ES OU TSI DE TH E US
US, India, Canada, Algeria, UK
London, Oran, Toronto, Constantine, Casablanca
SEM
Search Engine Marketing In Q2 2019 our paid search campaigns received over
Our campaigns have driven to sothebysrealty.com with over
164M
4.59M
IMPRESSIONS
CLICKS
These efforts this quarter have resulted in
20.9k CONVERSIONS
Glossary of Terms I M P R ESS I O N S The number of times an ad is displayed on a search engine like Google. Or in online advertising, how many times an ad is displayed.
C L I C K -T H ROUG H RAT E (CT R ) The number of clicks an ad receives divided by the number of times your ad is shown (impressions).
CO N V E RS I O N S These begin with a user clicking on one of our online ads, then being transferred to sothebysrealty.com. From there, they either fill out the email form or click through to the broker’s website.
CLICK The action a user takes to click on your ad online or after they’ve typed in a search term.
RU N - O F - S I T E ( ROS ) An advertising buying option in which ad placements could appear on any pages of a targeted site.
V I D EO CO M P L E T I O N RAT E ( VC R ) A measurement of the rate at which your digital impressions play to 100%
L E A D G E N E RAT I O N The marketing process of capturing consumer interest in an effort to drive conversations.
This report, as well as all archived reports, are located on ACCESS: https://access.sir.com/ NOTE: This document is for internal purposes only and should not be shared with anyone outside of the Sotheby's International Realty Network.