Trulia enlists streaming in its unprecedented advertising spend (AUDIO)

Real estate search site Trulia is making news this week by launching a $45-million ad campaign for its mobile app. A publicly-traded company, Trulia is placing a big bet with a marketing campaign of this size — nearly six times larger than last year’s total media spend of $8-million, according to Bloomberg Businessweek. Trulia competes head-to-head with Zillow, which is historically a bigger spender.

Interestingly, the Trulia campaign is leaning on streaming for its audio portion. A Trulia representative confirmed to RAIN that Pandora and iHeartRadio were selected, based on previous testing. “In 2013 we ran a number of online marketing tests to determine the most effective messaging and most efficient media strategy,” said Korina Buhler, Product PR Manager at Trulia.

Streaming ads make perfect sense, as the call to action includes downloading the Trulia mobile app, and listening to Internet radio increasingly happens on phones.

Here is the Trulia audio ad you might hear in your streams: