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January 2008 Archives

Realtors' Ads Defy Reality Of Housing Meltdown

By NuIdeaExchange on January 29, 2008 11:53 AM |

MARKETING DAILY stories from around the net

 

by Thom Forbes, Monday, Jan 28, 2008 11:45 AM ET

Realtors' Ads Defy Reality Of Housing Meltdown

Ad Age
As the housing market continues to deteriorate with nearly 750,000 Americans in foreclosure, a new $40-million campaign for the National Association of Realtors includes claims that, on average, the value of a home nearly doubles every 10 years, and 60% of the average homeowner's wealth comes from home equity.

The campaign features two spots. In one, a woman who appears to be a real-estate agent walks through a well-appointed home declaring "opportunities have never been better." For those "on the fence" about buying a house, the NAR "wants you to know that a home isn't just a great place to raise a family; it's also the key to building long-term wealth," she says.

On the NAR Web site, an "equity estimator calculator" suggests a $20,000 home down payment turns into $124,600 in 10 years for a 623% return. Critics of the commercials think the association should give some thought to placing a warning in the ads similar to those for pharmaceuticals or investment companies, or a responsibility message similar to those from alcoholic-beverage companies.

 

for more information go to www.mediapost.com

 

HOTELS NATIONWIDE HAVE CHECKED INTO a new revenue stream.

By NuIdeaExchange on January 10, 2008 11:51 AM |

MEDIA DAILY NEWS

 

New Technology Turns Hotels Into Digital Ad Network

by Fern Siegel, Thursday, Jan 3, 2008 7:30 AM ET
HOTELS NATIONWIDE HAVE CHECKED INTO a new revenue stream.

Superwire is marketing a new digital ad insertion technology to the hospitality industry. The initial agreement, in partnership with Resort Media Group, launches in 25 hotels in Texas, Arizona and California.

The move allows Superwire--a multimedia group that services interactive TV, telephone and broadband to hotel/recreation communities--to provide 8 to 16 channels of digital ad insertion on cable networks, such as ESPN, CNN and TBS, to hotel chains like Holiday Inn and Radisson.

Under the terms of the agreement, RMG will also market the Superwire Ad Insertion system to the top 1,500 hotels in major U.S. cities.

Once deployed, Superwire will target local, regional and national ads to the leisure travel market. Richard Smith, chairman of Superwire, says the program will "create new, valuable advertising space in a market segment previously out of reach of our advertisers."

Cliff Hall, president of RMG, adds that it's an avenue of "increased revenue" for the hotel trade with "minimal up-front investment."

RMG also offers ad-supported Hotel Guides, Video on Demand and special TV-specific interface capabilities to provide controlled access to content from the Web. Guests can listen to hometown radio, news and traffic in addition to other online content.

Fern Siegel is Deputy Editor of MediaPost.

c) 2008 MediaPost Communications www.mediapost.com

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