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Immobiliare.it is the leading property portal market in Italy. The company works with approximately 24,000 real estate agencies, which represents more than 90% of all Italian real estate professionals. More than 1.2 million listings are published, mainly from agencies but also private users can publish.
With a marketing strategy that’s focused on performance, lead generation is Immobiliare’s primary goal for its digital campaigns. They drive those leads with a full-funnel strategy.
Immobiliare’s CMO, Alessio Cantoro, explains further: “The ‘mix’ is our formula to follow the user to each level in his journey. We invest in different channels with various types of campaigns to reach and serve the user with specific messages, creatives and strategy based on their needs.”
Naturally, Immobiliare’s mix includes app. The real estate portal has worked with Criteo for more than five years on performance campaigns targeting a variety of audiences, and in the last 18 months, partnered with Criteo to introduce high performing app campaigns.
The first step was to connect Criteo’s app SDK, which provided new learnings about their cross-channel audiences that were then used to optimize their campaigns.
According to Cantoro, “Our business lends itself to this type of cross-device user as it’s very usual that the visit starts on one device and the conversion finishes on another one. For example, in 2020, 54% of researches starts in the app environment as a first touchpoint. And, in the path to conversion, mobile appears at least once in 60% of cases.”
Then, Immobiliare expanded their app campaigns to target app-only users that have never visited their website, or who visited long ago. With Criteo’s AI technology and proprietary identity graph, Immobiliare could identify app users highly likely to be interested in their properties and serve them personalized ads to drive them to their app.
Cantoro was pleased with the expansion, noting that, “As a benefit, our reach increased: we were exposed to 72% of users that were mainly app.” In speaking about the app campaigns overall, Cantoro was positive, noting that, “Overall, app campaigns have very good performance, with higher conversions and click through rates compared to desktop.”