Home CTV Roundup Content Niches Are Prime Real Estate For New Media Companies

Content Niches Are Prime Real Estate For New Media Companies


To stand a chance against all the streaming competition, new video publishers need two things: a content niche and a durable monetization strategy.

Take Estate Media, an online hub for real estate and home improvement content that launched publicly in September.

Estate Media hopes to hook viewers with content that features influencers in the real estate industry who have a strong online following but lack the scale or resources to produce profitable content on their own, CEO and Co-Founder Griff O’Brien tells me. One of the other co-founders, “Million Dollar Listing” TV star Josh Flagg, helped attract talent with his reputation in the real estate space.

The company wants to attract a range of audiences, from real estate professionals, homebuyers and renters to casual fans of shows and videos about real estate.

Audience diversification is a good way to interest a wider variety of brands. But to monetize content with ads, Estate Media distributes it across YouTube, social media platforms – such as TikTok and Instagram – and newsletters.

Building a foundation

Currently, Estate Media reaches roughly 25 million people through the online profiles of the talent it works with.

Around six months ago, Estate Media’s viewership growth and interest from brands were high enough to justify filling the “gaps in monetization” by raising money, O’Brien tells me. So far, it’s gotten funding from a handful of investors, including Rich Antoniello, former CEO of Complex, and Ricky Van Veen, co-founder of Vimeo. The company is using investments to build up both its talent pool and ad products.

Diversification from a content, revenue and audience standpoint is what a new media company needs to have an effective ads business, Antoniello says, which is why he decided to invest and stick around as an advisor.

The more scale it builds, Antoniello says, the more demand the company will draw from advertisers that will pay for proximity to online personalities that can reach an engaged audience.

Homing in on monetization


AdExchanger Daily

Get our editors’ roundup delivered to your inbox every weekday.

Ads are Estate Media’s main moneymaker.

One of the company’s biggest strategies is brand sponsorships and custom content, including product placement (like placing a brand’s appliances into a home before recording a house showing, for example).

Estate also offers video and display ads and allows advertisers to target audiences based on age/gender demos and information it gets from online polls, such as household income, occupation and general location.

The platform categorizes its audience by interest-based segments such as people trying to buy or sell homes, real estate professionals and general consumers of related content. Brands looking to reach agents or homebuyers might target ads to people consuming Estate Media’s newsletters and podcasts for industry updates, O’Brien says, whereas advertisers that want to reach a general audience might opt for a more casual environment (as in videos on YouTube and social media platforms).

Estate Media sells all its ad inventory directly because one-to-one relationships with brands are especially important for an early-stage business, O’Brien says. It measures ad performance based on impressions, clicks, video completion rates and sales using podcast promo codes.

And if Estate Media continues growing its viewership base, O’Brien says, it should be able to attract more ad spend from brands.

Are you enjoying this newsletter? Let me know what you think. Hit me up at [email protected].

Must Read

Comic: Ad-ception

The New York Times And Instacart Integrate For Shoppable Recipes

The New York Times and Instacart are partnering for shoppable recipe videos.

Experian Enters The Third-Party Data Onboarding Business

Experian entered the third-party data onboarder market on Tuesday with a new product based on its Tapad acquisition.

Albertsons Takes Its First Steps Into Non-Endemic Advertising, Retail Media’s Next Frontier

Albertsons is taking that first step into non-endemic advertising next week via a partnership with Rokt to serve ads to people who have already purchased groceries.

Privacy! Commerce! Connected TV! Read all about it. Subscribe to AdExchanger Newsletters

Marketecture Buys AdTechGod (No, Really)

Marketecture has acquired AdTechGod – an anonymous ad tech Twitter poster turned one-man content studio – and the AdTech Forum, an information resource hosted by AdTechGod and Jeremy Bloom.

Why The False Advertising Lawsuit Against Poppi Is Bad News For RMNs

This week’s dispatch explores the new trend of false advertising class-action suits in the food and CPG industry and how the evolution of online, data-driven retail media could exacerbate the problem.

Seedtag Acquires Beachfront For Deeper Roots In TV And Streaming

Contextual ad platform Seedtag acquires Beachfront, a supply-side platform that specializes in TV and video.