Using the system, advertisers can purchase 25, 50, 75, or 100 percent of the available ad views on searches for homes within a given ZIP code, allowing them to target only the areas they are interested in reaching.
Zillow.com's Showcase Ads build on the company's first local ad platform--EZ Ads--which it says has attracted 13,000 advertisers since launching in April 2007. The new tiered-inventory system is aimed at ensuring an ad is shown to at least 25% of those searching for homes in a particular ZIP code.
Advertisers are given both the number of expected impressions for their purchase and real-time updates on ad performance. Launched in 2006, Zillow.com has raised $87 million in funding to date, and attracts about 5 million visitors a month, according to comScore.