Property whale REA pushes into self-serve ads, eyes $6.2bn of SME krill

News 13 Apr 2023 - 1 min read

Property whale REA pushes into self-serve ads, eyes $6.2bn of SME krill

By Staff writer

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REA Group is opening up the baleen in a bid to scoop SME ad krill via a self-serve platform, touting hyper local capability.

REA Group is aiming to bolster its $19bn market cap by scooping up more krill.

Online ad spend last year nudged $14bn per IAB data, with small and medium sized firms (SMEs) making up circa $6.2bn of that total, dropping an average of $400 a week each on ads. REA wants a bigger cut, so has launched a self-serve ad service targeting SMEs and touting ‘hyper-local’ smarts via 15,000 searchable suburbs on realestate.com.au.

The self-serve platform, powered by adtech firm Viztrade, launched late last year. It must be working, as REA has now gone public. “It opens our ad inventory to the massive SME customer base in Australia,” per Scott Holmes, Innovation and Strategy Manager, REA Group.

“Our goal is to make it easier for our customers to do business with us, while ensuring our sales team can focus on more complex customer requests.”

Viztrade chief exec Simon Larcey said the firm has global ambitions to scale self-serve contextual ads. It’s now operating in the UK, the US market is next.