SOTHEBY S INTERNATIONAL REALTY NOTEWORTHY STATS EXTRAORDINARY CAMPAIGNS, EXTRAORDINARY RESULTS THIRD QUARTER 2016 The Sotheby s International Realty brand s innovative and exclusive marketing campaigns with our dynamic digital marketing partners continue to drive leads to our network. EXECUTIVE SUMMARY 72,311,374 IMPRESSIONS 275,529 CLICKS 59% INCREASE YEAR OVER YEAR 0.38% CTR 100% INCREASE YEAR OVER YEAR 4X THE INDUSTRY BENCHMARK OVERALL TAKEAWAY: IMPRESSIONS WERE DOWN THIS QUARTER DUE TO A SHIFT IN MEDIA PLACEMENTS, BUT OVERALL CONSUMER ENGAGEMENT CONTINUES TO RISE.
This quarter, the House Guest videos were launched and lived on Wall Street Journal, Bloomberg, New York Times and Architectural Digest Homepage units in July had 2,211,395 impressions Real Estate Slideshow Sponsorship 640x480 interstitial unit delivered the highest number of impressions and clicks with 1,516,536 impressions, 82,010 clicks and a 5.41% CTR Compared to Q2, impressions are down 75%, clicks up 11% and CTR up 358% for the Real Estate Slideshow Interstitial Mobile In-Stream unit delivered the highest CTR of 6.77% along with 2,940 clicks and 43,403 impressions Real Estate Tile Unit delivered an impressive 147,291 impressions, 2,686 clicks and a 1.82% CTR 2 N O T E W O R T H Y S TAT S T H I R D Q U A R T E R 2 0 1 6
300x600 Listing Page banner delivered the highest CTR and clicks this quarter with 5,403 clicks and a 0.28% CTR The editorials this quarter had a combined total of 9,560 impressions, 96 clicks and a 1.0% CTR Property Listings 300x1050 banner had the highest number of clicks and CTR in Q3 with 4,375 clicks and a 7.84 % CTR Banner 970x90 Traffic Driver had the highest number of impressions with 1,587,683 impressions Note: Traffic Drivers did not run in September. Dwell s new version of their website launched this quarter Our sponsored search terms Real Estate and Renovations were live for the month of September, which had a combined total of 75,791 impressions, 996 clicks, and a CTR of 1.31% Note: We did not have dwell in August. Brand Profile and Search Sponsorship were live on September 15th. Homepage Channel Landing Page was live in July. 3 N O T E W O R T H Y S TAT S T H I R D Q U A R T E R 2 0 1 6
The Homepage Hero unit was our top driver for Q3, delivering 98,376 clicks, 3,857,276 impressions and a 2.55% CTR Ownership of the Real Estate Subchannel 620x440 banner had the highest CTR of Q3 with 1.42% The Real Estate Subchannel 300x250 banner had the highest number of clicks with an impressive 1,366 total clicks Ownership of the Real Estate Subchannel had the highest number of combined impressions with 2,317,024 impressions Note: Ownership of the Real Estate subchannel was only live in September. 300x250 banner unit delivered 129,288 impressions, 266 clicks and a 0.21% CTR 728x90 banner unit delivered 295,006 impressions, 198 clicks and a 0.07% CTR 4 N O T E W O R T H Y S TAT S T H I R D Q U A R T E R 2 0 1 6
The live TV & video on-demand pre-roll unit had the highest number of clicks and CTR this quarter with 3,463 clicks and a 1.10% CTR The highest number of impressions for Q3 was the 300x250 Pursuits banner with a total of 822,618 impressions The CNNYT brand banner unit had the highest number of impressions and clicks this quarter with 4,407,424 impressions and 2,356 clicks Combined editorials generated a total of 92,316 impressions, 769 clicks and a 0.83% CTR Our company profile page delivered a total of 21,414 impressions, 4,456 clicks and a 20.81% CTR; Brand banners delivered a total of 3,787,012 impressions, 3,865 clicks and a 0.10% CTR. Note: Juwai.com launched in mid July 5
The brand banner unit delivered 896,233 impressions, 205 clicks and a 0.02% CTR The Nanzaohinan 300x424 brand banner delivered a total of 112,885 impressions, 128 clicks and a 0.11% CTR Custom hero unit had the highest number of clicks and CTR this quarter with 1,510 clicks and 0.56% CTR The Property Galleries Destination page delivered a combined total of 456,578 impressions, 495 clicks and a 0.11% CTR 6
5,365,907 video views in Q3 2016 30,643 video likes 10,194 videos were shared 24,910,752 lifetime channel views Over 56,377 current channel subscribers TOP 3 YOUTUBE VIDEOS OF Q1 2016: 1 2 3 One of the Most Compelling Estates in Atlanta, Georgia French Chateau in Mississauga, Canada Beachfront Castillo Caribe in Grand Cayman, Cayman Islands 44,205 views 35,243 views 33,615 views TOP 3 TWEETS FROM Q3 OVER 17.7K FOLLOWERS TO DATE 7
51,000 LIKES TO DATE 772,308 IMPRESSIONS FROM Q3 TOP FIVE FB POSTS Q3 (pictured from left to right) 1. Rollins, Montana 2. Newport, Rhode Island 3. Mallorca, Spain 4. Queensland, Australia 5. Ontario, Canada 8
TOP BLOG POST WWW.SOTHEBYSREALTY.COM/EXTRAORDINARY-LIVING-BLOG/ 673.3K S 9
TOP 3 INSTAGRAM POSTS FROM Q3 One of our most popular posts of the quarter was this Majestic French-inspired Château in Melbourne, Australia THE @SOTHEBYSREALTY INSTAGRAM ACCOUNT NOW HAS OVER 74.3K FOLLOWERS Follow us on Instagram at @sothebysrealty sothebysrealty.com Visits: 5,462, 621 Page Views: 25,775,511 Top 5 Traffic Driving Countries: United States, China, Canada, United Kingdom, Italy Top 5 Traffic Driving Cities Outside the US: London, Beijing, Toronto, Nairobi, Sydney Top 5 Referring Sources: Google, Bing, SEM Search Engine Marketing Our paid search campaigns received over 172 million impressions in Q3 2016 Our campaigns have received over 3,719,050 clicks to sothebysrealty.com These efforts have resulted in 13,974 conversions this quarter 10
GLOSSARY OF TERMS IMPRESSION The number of times an ad is displayed on a search engine like Google. Or in online advertising, how many times an ad is displayed. CLICK The action a user takes to click on your ad online or after they ve typed in a search term. CLICK-THROUGH RATE (CTR) The number of clicks an ad receives divided by the number of times your ad is shown (impressions.) RUN-OF-SITE (ROS) An advertising buying option in which ad placements could appear on any pages of a targeted site. CONVERSIONS These begin with a user clicking on one of our online ads, then being transferred to sothebysrealty.com. From there, they either fill out the email form or click through to the broker s website. 11 This stat report, as well as all archived reports are located on ACCESS: https://access.sir.com/ NOTE: This document is for internal purposes only and should not be shared with anyone outside of the Sotheby's International Realty Network.