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MADISON, N.J., March 16, 2021 /PRNewswire/ Coldwell Banker Real Estate LLC, a Realogy (NYSE: RLGY) brand, recently commissioned a survey, conducted online by The Harris Poll among over 1,300 U.S. homeowners, exploring their plans to sell amid this year s fast-paced market to coincide with its national ad, Guiding You Home Since 1906, airing during the NCAA Men s College Basketball Tournament. The survey findings indicate this already hot real estate market is roaring into this decade, as one in five homeowners (20%) plans to sell in the next 12 months. Guiding You Home Since 1906
Airing just in time to capitalize on this growing trend, the Guiding You Home Since 1906 ad shows people celebrating the joy of returning home, a sentiment made more meaningful after a year spent apart from those we love. Last year, following a first-of-its-kind transparent rebrand to modernize the 40-year-old logo, the brand released the ad with the new
Dive Brief:
The biggest advertisers this year plan to spend more on video, favoring the connected TV (CTV) options of established networks over streaming startups, according to survey results that researcher Advertiser Perceptions emailed to Marketing Dive. Most advertisers plan to keep their media allocations consistent this year, spending 40% for upfront and 60% for scatter, the survey found.
Concerns about advertising fraud, especially in programmatic auctions, are driving the biggest advertisers to favor linear TV and the growing CTV options established networks. Those advertisers seek the same assurances from CTV that they receive from linear TV, demanding that ads appear on reputable sites (87%), pair with brand-safe content (80%) and run within professionally produced video content (79%), the survey found.
Top Super Bowl LV Ads: Brand Impact & Marketing Takeaways
Who were the winners and losers in this year s Super Bowl Ads? See how brand impact is measured and enjoy marketing takeaways from the funniest & best ads.
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Even so, a bunch of other brands filled the void and ViacomCBS sold out of its Super Bowl LV ad inventory.
(I guess that explains why the game didn’t end after three quarters even though the score would have been the same.)
So, who made the right decision?
Was it the roughly 20 former Super Bowl stalwarts that opted out of this year’s Big Game, the 20-some first-time advertisers who opted in, or the approximately 30 brands that never left?