The marketing mountain that OnTheMarket must climb to catch up its two main rivals has been revealed today after Zoopla published its latest brand awareness figures.
Parent group ZPG paid market research firm Harris Interactive to quiz 1,100 people about which of the three main portals – OnTheMarket, Zoopla and Rightmove – they recognised.
It found that 22% recognised OnTheMarket, an increase of 1% compared to May this year, while 90% recognised Zoopla and 83% Rightmove.
The responses from the research were prompted – meaning the people surveyed were shown the portals’ logos and then asked if they recognised them – but Zoopla in addition asked them to recall the main portal brands unprompted.
Zoopla says this research revealed that 47% of respondents recalled its name while 39% remembered Rightmove and 3% recalled OnTheMarket.
The fruits of Zoopla’s ‘always on’ promotional activity is clearly bearing fruit. In recent years it has often outspent Rightmove on TV and, for a time, had a virtual monopoly on London’s black cab advertising. Also, in July this year it wrapped an entire fleet of London buses in purple.
Gareth Helm, Group Chief Marketing Officer for ZPG (pictured), says: “Our ongoing investment in brand resulting in consumers increasingly recognising that we are the most useful resource when finding, moving or managing their home creates clear value and exposure for our partners which ultimately helps us to help them win more business.”
In May this year ZPG said the Zoopla brand had surpassed Rightmove in brand awareness for the first time. The Negotiator contacted OnTheMarket about the figures, but a spokesperson said they did not wish to make any comment.