Programmatic plan targets £12bn movers market

Brighton-housesMarketers looking to grab a slice of the estimated £12bn home-movers market are being offered the chance to target those who are known to be on the move – rather than those who simply intend to – through a new programmatic ad scheme, which ties in with other digital channels, including social media, PPC and even TV.
Life event marketing company TwentyCi is launching the service through a new digital and programmatic division, TwentyCi Digital.
TwentyCi Digital’s offering is based on the company’s homemover database which it claims is the biggest and richest of its kind in the UK, providing 99.6% coverage of the UK home buyers’ market.
The database, which typically comprises 9 million new home owners and renters at any given time, is built using a combination of factual offline and online transactional data such as online property searches, surveys, Energy Performance Certificates and estate agent activity.
Through TwentyCi Digital, the company claims to be adding an extensive range of digital and social channels to the direct marketing channels it been providing for over 15 years.
The scheme is already being deployed across most major DSPs including Google DBM, meanwhile a link-up with Sky’s targeted TV advertising technology, Sky AdSmart, means advertisers can potentially target a million households known to be going through the homemover process while they watch TV shows like Game of Thrones.
TwentyCi Digital director of digital solutions Paul Hickey claimed: “By identifying exactly where an individual consumer is within the six step homemover cycle we make it possible for advertisers to reach home buyers at the exact time when they need their product, in a compelling and contextually appropriate way, using the right media channel. It’s our use of factual data rather than intent data that ensures our clients’ budgets work much harder.”

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