The Daily Telegraph has given Zoopla £50,000 of free advertising following a competition among the newspaper’s advertisers.
This largesse from the newspaper is a sign of the difficulties faced by mainstream newspaper outlets who in normal times would be unlikely to give away such a large among of free space.
Zoopla, which was valued at £2.2 billion when it was bought by US firm Silver Lake Partners in 2018, has been given acres of Telegraph digital advertising space after scoring highly in a competition run the the newspaper to encourage advertisers to launch campaigns that help the country to re-emerge from lockdown.
The entry was co-created with Essence, Zoopla’s recently appointed media agency, whose other clients include Google, BT and Argos, and is part of its ongoing sometimes saucy ‘We know what a home is really worth’ campaign on TV which kicked off last Christmas.
“The Telegraph is famous the world over for its journalism, and its premium, digital-savvy readership is a perfect fit for Zoopla,” says Rich Houston, Zoopla’s head of consumer marketing.
“The paper has a particularly strong property section so it’s no surprise it scores highly among first-time buyers and upsizers – all key audiences in the housing market and ones that we know are crucial to agents if they are to capitalise on the current buoyant demand among home-movers.”
“By winning a substantial prize of premium media we can reach even more consumers, amplifying what is already our biggest-ever marketing campaign. We’re really excited about working with The Telegraph on this initiative and can’t wait to see the results.”