With a purchasing power of £12 billion annually in the UK, homemovers are a hugely untapped target audience for advertisers, with each homemover spending an average of £10,000 for a variety of goods and services before, during and after a move.
We are delighted to have recently launched our digital and programmatic division, TwentyCi Digital, which will enable advertisers and their agencies to reach known homemovers through programmatic advertising at the appropriate time for their product – as well as through other digital channels including social media, PPC and TV.
Our digital offering is currently based on our homemover database, the biggest and richest of its kind in the UK, providing 99.6% coverage of the UK home buyers’ market, with plans to extend into other international markets. Constantly updated and typically comprising nine million homemovers, our data 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 - enabling us to identify qualified homemovers and track them individually as they move through the homemover cycle.
We are excited about the launch of TwentyCi Digital, as a route to enhance our work with advertisers and agencies by adding an extensive range of digital and social channels to the direct marketing channels we already provide. Advertisers will be able to send communications in real time at specific points of need for their product, adapting messaging and channel selection as a consumer moves through the process to maximise relevance and context.
Paul Hickey, our Director of Digital Solutions explains, “Buying a house is the biggest investment that individuals make during their lifetime and leads directly to spend across many product categories. By identifying exactly where an individual consumer is within the six step homemover cycle – from Pre-Mover through to Move Homemaker – 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.”
Our digital service will enable advertisers to not only target home purchasers but also rental movers and is already being deployed across most major DSPs including Google DBM. We also have a relationship with Sky and its targeted TV advertising technology, Sky AdSmart, meaning advertisers can target one million households known to be going through the homemover process while they watch TV shows like Game of Thrones.
It's an exciting time for us as we open up doors to creating significant new opportunities for online consumer engagement, particularly in the financial services, retail, property, utilities, automotive and travel sectors - watch this space!
To find out more or to get your Digital Strategy on track for 2017, call 01908 829300 or email firstname.lastname@example.org.