OnTheMarket’s TV advert, promoting its ‘New & exclusive’ feature, will be back on screens from Boxing Day ahead of what it calls a “heavyweight national multi-channel campaign” throughout January.
Its Chas & Dave catchiness delighted and infuriated viewers last time - as many memorable adverts do.
The portal forecasts that this late December/January burst of TV advertising will reach 35.8m adults across the UK who will have the opportunity to see it an average of 5.6 times.
The 30 second and 10 second adverts will run nationally with high-rating programmes on ITV, Channel 4 and a wide selection of other digital channels, including some on Sky.
It will also run on the catch-up services on the ITV Hub, All4 and Sky, as well as appearing on the Videology and Finecast networks.
Alongside this national TV campaign, OnTheMarket will also promote the TV advert via Sky set-top boxes using the Sky Adsmart technology.
The advert will also appear on screens in a network of some 800 gyms across the country, including those of David Lloyd, Fitness First and Nuffield Health.
A national radio campaign will follow on after the TV campaign across major commercial radio stations including Heart FM, LBC, Virgin, talkSPORT, Radio X, Kiss FM ad Absolute Radio, as well as many local regional stations, including Metro Radio and Viking Radio in the North of England and Clyde 1 and TayFM in Scotland.
The radio campaign will also include a digital audio strand through DAX, which means the OnTheMarket advert will also be played in on-demand streamed radio and podcasts.
"We know that our multi-channel marketing approach is both effective in building brand awareness and efficient in generating traffic and leads so it’s very exciting to have our TV advert back on screens from Boxing Day when online property searches start to peak.
"This will help generate maximum exposure and value for our estate and letting agent shareholders and customers” explains Helen Whiteley, OTM’s commercial director.
OnTheMarket will continue “heavy-weight investment” in its Paid Search pay per click campaign on Google and Bing.
Meanwhile across London, six-sheet outdoor posters will run on roadsides throughout January promoting OnTheMarket’s ‘New & exclusive’ proposition.