Banner Advertising

IOLProperty is the largest property site in South Africa... by far.
The search engine technology that scans estate agent sites and puts their listings into a central, searchable database on IOLProperty ensures we have the widest selection of online property listings in South Africa. To ensure this database was as complete as possible, we also developed a technology to analyse and index property adverts in print publications and added them to the list.
 
IOLProperty is growing ... and fast..
We believe that by gathering the widest selection of listings and making them as easily accessible to our visitors as possible, we would fulfil the 2 most important house-hunting requirements and that this would attract a great deal of interest from property buyers. This has been confirmed by the rapid and sustained growth since our launch in January 2009. After just 1 year in operation we are attracting over 170 000 visitors a month and what's more there are no signs that the growth is slowing (see the graph below).

Growth of Monthly Visits to IOLProperty Since Launch

 
Large and 'Bottomless' Marketing Footprint.
No matter how fantastic a website is, it will not attract visitors unless they get to hear about it.
IOLProperty has the backing of Independent newspapers to help us get our message out. In our launch month alone we placed adverts across Independent's newspapers and websites to the value of R2,000,000. Even more important is the fact that marketing is 'bottomless' - we can keep advertising extensively across those media for as long as we need to. This is particularly important in the real estate industry due to customer "churn" i.e. the individuals making up the target audience are constantly changing.
 
Highly Targeted Audience
If your target audience is house hunters, then SNAP, so is ours! Visitors come to IOLProperty to look for property.
In 2009 each visitor viewed, on average, 28 pages and well over 90% of those were pages were property-search-related (i.e. not news or other content).
The true indication that visitors are actually looking for property on a real estate site is not necessarily the number of unique visitors to a site, but the number of times properties are viewed. In January 2010 alone we had 939,000 property details views!
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During our first year in operation we listened carefully to what our advertisers were asking for and the banner advertising described below has been designed to meet those various needs.
IOLProperty offers a wide selection of banner adverting options. Banner adverts can be simple images, animated images or even iFrames. There are two types of banner advertising options - Sponsorships and Per Impression (CPM) packages.
 
Sponsorships
Sponsorships occupy a given ad slot/position across several pages and the price is fixed regardless of the number of impressions. Sponsorship ads are displayed to the visitor every alternate time he/she views one of the pages containing the sponsorship and there is no cap with respect to the amount of times the ad is displayed. We do however commit to a minimum number of impressions the advertiser can expect. Sponsorships benefit from a very large amount of page impressions and offer the best value because they also occupy large and well-located positions. For example a nationwide, "For Sale", Leaderboard sponsorship would generate in the region of 1,000,000 page impressions.
A key feature of the sponsorship products is targeting. Advertising to audiences can be split geographically (by province) or by deal type (i.e. visitors looking to rent or to buy).
Whilst the sponsorship packages can be run nationwide, they are usually split up by province. For example if you only want to target Gauteng home buyers, your advert would only appear to visitors searching For Sale listings in Gauteng. You can take combinations of provinces as well e.g. for a coastal targeting.
The benefit of this targeting is that 1. your ad only appears to the audience you can sell/service and 2. you don't have to pay for ad impressions displayed to visitors outside of that audience.
 
CPM or Per Impression Adverts
CPM adverts would be used for either small budget campaigns or in the instance where detailed targeting is required. Targeting could refer to the audience, the number of times an advert is displayed to a user or a specific ad position on the site (e.g. home page only).
 

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There are 4 pages that generate the bulk of our traffic - the Home, Search Results, Browse and Property Details Pages.
Click on the page of interest to view the available ad slots and match them to the ad packages in the table below.
 

Home Page	Search Results	Browse Property	Property Details	Other (e.g. News)

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The costs per package are detailed in the table below. We do favour long-term relationships and in such instances preferential pricing may be considered. Pricing for sponsorships is based on ad display every alternate or 2^nd impression.
 


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Either call Shay Hutchison direct on 021 - 510 0943 or email advertising@iolproperty.co.za
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