Zillow needed to differentiate their audience from other, lower priced online advertising options. With over 23 million monthly uniques, inventory was being sold below its premium value given its unique audience. GUM helped sales management understand that they needed hard data to help the industry understand that Movers are Shakers for many brands. And we helped them take the need for research into a major study with Ipsos and then take it on the road.
The data driven approach to demonstrating the unique value of ‘movers’ has opened doors with advertisers where none ever existed.