The Moment of Trulia, a $45M ad campaign spanning TV, radio, outdoor, online, and mobile channels, aims to build Trulia's (TRLA +3.9%) brand and convince prospective female home buyers/sellers aged 25-44 to download its apps. (PR)
Trulia insists the campaign, which comes amid an advertising arms race within the fragmented online real estate market, is "guided by an analytical, data-driven approach," and follows 2H13 tests validating the company's ability to run a cost-effective national campaign.
Ahead of the campaign, Trulia's sales/marketing spend rose 153% Y/Y in Q4 to $25.6M (52% of revenue). The company's plans to keep spending aggressively were responsible for its soft 2014 adjusted EBITDA forecast.