Zillow Boosts National Exposure With New TV Ad

NEW YORK ( TheStreet) -- Zillow ( Z), in an effort to boost its national exposure, is continuing its first-ever national advertising campaign, debuting its second commercial.

The Seattle-based online real estate company will have two versions of its "Long Distance" ad, a 30-second and 60-second version, dubbed "Find Your Way Home." The ads will air on several networks, including HGTV, CNN, USA, A&E and Lifetime. It's the second television commercial for Zillow under its ad campaign that began earlier this year.

"The process of shopping for a home today is emotional, absorbing, collaborative, and driven by technology and online information," said Amy Bohutinsky, Zillow chief marketing officer, in a press release. "Our 'Find Your Way Home' campaign chronicles modern families in ways that most home shoppers can relate -- as they search for not just a home, but a place for their life to happen."

On the company's most recent earnings call, Zillow said it would be raising its advertising spending. Zillow noted it is ramping up its advertising expense, which will hurt adjusted EBIDTA (Earnings Before Income, Depreciation, Taxes, and Amortization). For the first quarter, adjusted EBIDTA was $5.1 million, a decrease from $5.4 million in the year-ago quarter.

For the full year, Zillow raised its advertising expenses by $10 million to $15 million this year, lowering EBITDA in the short-term.

Shares of Zillow were higher in early Monday trading, up 3.6% to $55.

-- Written by Chris Ciaccia in New York

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