Rightmove in revolutionary TV advertising move

Rightmove is at the centre of a revolutionary advertising initiative involving Channel 4’s Location, Location, Location.

Using Artificial Intelligence technology, a digital overlay of local property data and branding from Rightmove will appear on screen at relevant parts of the programme.

It is thought this is the first time anything of this kind has been undertaken on TV in this country.

The portal’s chief marketing officer Iain Kennedy says: “This product placement seamlessly integrates Rightmove into the show’s context, to prompt viewers to turn to Rightmove to start their search among the hundreds of thousands of property listings advertised by agents. 

“We often see spikes in searches on Rightmove when locations appear on TV, but this marks a step-change as we’re providing home-movers with even more of a reason to start searching by making them aware of how far their budget could stretch in an area.”

The campaign has been devised by the creative firms Electric Glue, Mirriad and IWC, and Channel 4 itself.

The new product placement will run through the new autumn series of Location, Location, Location each Wednesday on Channel 4, starting this week. 

Wednesday’s episode focuses on home-hunters looking for their perfect home move in Cheshire.

This innovation comes at a time when many agents have been told by Rightmove that they face large increases in fees when they renew; it is thought these are likely to be around 10 per cent or more on existing monthly charges.

Rightmove says that the higher charges come after a period of innovation from Rightmove, including online viewings and viewing management systems to save time for agents, in addition to educational webinars attended by thousands of property professionals.