Published July 2017
A leading provider of real estate marketing solutions in Australia, Domain Group connects renters and buyers to agents and sellers through advertising across a range of print and digital properties. Since moving often triggers increased consumer spending, Domain’s innovative platform provides advantages for advertisers seeking premium access to high-value potential customers.
Meeting the digital demand
By late 2016, more than 70% of Domain’s customers were engaging with the business on its digital properties, especially on mobile. As traffic increased, Domain leveraged massive amounts of proprietary customer data to develop a multi-faceted view of the profile of visitors to Domain.com.au. Domain’s marketing team then turned that information into a fine-grained customer segmentation advertisers could use to target customers in the market for real estate and a wide array of related consumer services.
With the increase in data and segmentation, Domain also uncovered significant visitor insights.
“A lot of people who come to our site read content that goes beyond buying a home,” says Shannon Fitzpatrick, Operations and Performance Director at Domain Group. “So we created content verticals around lifestyle, communities, travel, DIY tips, advice and news.”
With a rich set of data and insights for more than a hundred segments — including first-time home buyers, investors and urban professionals looking to rent — Domain could offer advertisers highly targeted opportunities to reach their audiences. They needed ads that would not only serve the specific interests of Domain’s rich segmentation, but also seamlessly weave into the topic-specific content. They needed a programmatic native solution.
Native is in our DNA as a listing site. For us it's a key way for our advertisers to drive consideration with better looking automated ads.
A first for Australia
At about this time, DoubleClick approached Domain about being the first Australian publisher to offer programmatic native advertising.
“Advertisers were crying out for new native programmatic solutions,” recalls Fitzpatrick. “When DoubleClick invited us to be one of the first to use native ads, we jumped at the opportunity.”
DoubleClick for Publishers gives Domain the ability to run native ads that scale and adapt to the surrounding environment across formats, layouts and devices. Instead of requiring static, pre-defined ad creative, advertisers simply give Domain creative components, such as images, headlines and copy. DoubleClick assembles the creative from these elements, displaying an ad that’s targeted to the relevant vertical and seamlessly integrated with the user experience. The result: highly targeted native ads that create a better experience as well as drive engagement and revenue for Domain.
A compelling opportunity
Advertisers are seeing significant benefits from working with Domain.
“Programmatic native allows us to offer a truly differentiated product to our advertisers,” says Fitzpatrick. “They’ve significantly reduced the complexity and time required for our production team to code and compile individual creatives. And they’re driving significant positive results.”
With native advertising on DoubleClick, Domain has seen:
- 12% increase in revenue from AdX
- 38% increase in viewable impressions
The shift to digital has fundamentally changed advertising and the value publishers can offer advertisers. Thanks to native ads on DoubleClick, Domain is grabbing the attention of its advertisers and their consumers, connecting brands with relevant audiences by dynamically tailoring creative. Most importantly, Domain’s customers are encountering content and ads seamlessly woven together for a more engaging, more satisfying experience.