Coldwell Banker launches Web-oriented TV campaign

Coldwell Banker launched its newad campaign Sunday night on prime-time television, with 15-second spots expressly designed to drive consumers online, Online Media Daily reported today.

The ads, created by Publicis Groupe's Kaplan Thaler, focus mainly on laptops streaming video featured on the company's Web site, reports said.

"The Web site is the real focus," Charlie Young, senior vice president of marketing for Coldwell Banker, told Online Media Daily. Young cited National Association of Realtors research finding that three out of every four home buyers now conduct preliminary research for purchasing a new home online, reports said.

The campaign also includes a significant online ad buy, Young told Online Media Daily. Display advertising will appear through the year across major portals like MSN and Yahoo, as well as more targeting buys such as MarthaStuart.com and HGTV.com, reports said.

Kinesis Marketing, Coldwell's online agency of record, is handling everything--including a major search marketing campaign across all major search engines, reports said.

The company reportedly plans to increase its online spend by 30 percent this year.

Specifically, the campaign is pushing a number of services for buyers and sellers -- all of which can be found online -- like a side-by-side home comparison feature, the "Home Value Estimator," a sales associate locator, and the four essential questions consumers should ask real estate associates, reports said.

Commercials will run during prime-time airings of "Law & Order," "Crossing Jordan," and "Grey's Anatomy" -- the spots interspersed "60 Minutes" on Sunday night, reports said. They will also run on cable, according to reports.

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