AMP Agency | Agency Profile, Contacts, AOR, Client Relationships
Service: full-service, digital creative agency
- Main Telephone
- (310) 551-0200
AMP Agency Contacts
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| Alysha A. | Marketing Manager | CA | ||||||||||||
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| Carrie L. | Senior Vice President, Business Operations | CA | ||||||||||||
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Gen-X, Millennial Media Opps Update: Zillow launches campaign amid creative review (Score 53)
Update: Fig, "There's No Place Like Zillow" shows how quickly and easily the app can make connections for potential homebuyers. Sellers, get in touch soon to secure last-minute ad dollars.
An advantage will go to sellers able to offer high-ROI among millennials and Gen-X. Right now, Zillow is utilizing national TV, digital, paid social and local broadcast. Right now, its digital spend is dropping while its TV spend increases, but digital spend could still pick back up by the end of the year. Read more details about Zillow's recent spend in the article below.
Agency & martech readers - The company is currently in the middle of a AMP Agency.
We originally published the article below on July 28:
April. We will be sure to update you once the results are finalized.
According to Pathmatics, Zillow earned 885m impressions YTD through desktop video ads (58%), Facebook ads (24%), Instagram ads (12%) and Twitter ads (5%). It placed 100% of these ads directly onto sites such as youtube.com, facebook.com, instagram.com, twitter.com and yahoo.com. It spent around $10.1m on digital display ads YTD, just 44% of the $23.2m spent in this channel during the same time period of 2021. Full-year spend jumped by 57% from $25.2m in 2020 to $39.5m in 2021.
Per iSpot, Zillow spent approximately $22.6m on national TV ads YTD, a 26% increase from $17.9m spent in this channel during the same time period of 2021. Full-year spend increased by 27% from $21m in 2020 to $26.6m in 2021. This year, it placed ads during programming such as Friends, Good Morning America, SportsCenter, Young Sheldon and Diners, Drive-Ins and Dives.
Sellers-- Zillow mainly targets Gen-Xers and millennials. The company reaches these demographics through digital display and national TV ads. It increased spend across both channels in 2021. However, Zillow drastically reduced digital spend YTD, while it has continued increasing TV spend. This indicates TV ads provide a better ROI for the company, which makes sense considering its target audience. Zillow also invests in local broadcast TV ads, per Kantar. Sellers should reach out to offer relevant ad space.
Agency & martech readers-- Get in touch with Zillow's DMs soon to see if you can participate in the creative review. Plus, agency reviews typically follow one another, so you may be able to pick up some other work as well. You will face competition from media buying/planning AOR AMP Agency. You might also consider offering complimentary services such as PR or social media assistance.