$ 1.5 million a month
Marketing communication agency Brain Tank has analyzed the developers’ costs for their real estate advertisement in Kyiv since the beginning of 2019. As it turned out that developers spend $ 1.5 million a month.
Traditionally, the "most generous" advertiser was the company KAN Development spending 15% to 20% of all market money. Half of the industry's media budget is spent by KAN and just 6 developers: Intergal-Bud, Kyivmiskbud, Riel, DIM Development and Enso.
Still, we have noted the TOP16 advertisers who buy a lion's share of media pressure at a potential buyer.
At the same time, if you look at the media type placement distribution, it becomes obvious that advertisers are skewing in favor of external carriers (62% of all investments), with a trend of shifting in favor of digital (22% compared to 19% in the previous year). This kind of media mix is not about the most effective conversion of the outhouse, but about the habit of developers seeing their name on city boards.
Even a cursory analysis of these metrics can allow developers to rethink the marketing communications of their brands. Even more, the balanced approach to planning and calculating effectiveness, advocated by the full-cycle marketing agency Brain Tank, will help to optimize costs that will lead to a good competitive advantage.