The Daily Telegraph is literally giving away ad space after handing out tens of thousands of pounds’ worth of online slots to Zoopla in a competition to encourage brands to launch campaigns that help the country to re-emerge from lockdown.
Owned by ZPG, Zoopla is hardly short of a bob or two, having been valued at £2.2bn when it was bought by US firm Silver Lake Partners in 2018.
Founded in 2007, the site, which attracts about 55 million visits and 1.4 million unique each month, has been awarded £50,000 of premium space.
The ad was co-created with Essence, Zoopla’s media agency, and is part of the ongoing activity under the strapline “We know what a home is really worth”, which kicked off on TV in December.
Zoopla head of consumer marketing Rich Houston was, perhaps unsurprisingly, glowing in his praise of the Telegraph. He said: “[It] is famous the world over for its journalism, and its premium, digital-savvy readership is a perfect fit for Zoopla.
“The paper has a particularly strong property section so it’s no surprise it scores highly among first-time buyers and upsizers – all key audiences in the housing market and ones that we know are crucial to agents if they are to capitalise on the current buoyant demand among home-movers.
“By winning a substantial prize of premium media we can reach even more consumers, amplifying what is already our biggest-ever marketing campaign. We’re really excited about working with The Telegraph on this initiative and can’t wait to see the results.”
Late last year, Zoopla appointed Rapp UK to put customer data at the heart of the brand’s ambitious expansion strategy. Lucky Generals handles creative.
ZPG also owns price comparison service uSwitch, finance comparison website Money.co.uk, PrimeLocation and Hometrack.
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