Globrix will run a January ad campaign across News International websites for The Sun, The Times, The Sunday Times and the News of the World.
The Glue London-created campaign will enable users to search for properties within the ads, taking users through to a Globrix landing page when they press enter.
News International’s investment in Globrix surprised some analysts, since the company already part-owns another property search engine – Propertyfinder.
While Propertyfinder charges estate agents to catalogue their properties, Globrix claims to search and list all UK properties for sale or rent.
Globrix then charges estate agents to appear on the landing pages for searches conducted by geography.
For example, estate agents specific to North London could advertise on place names within that area. As well as having inventory for two estate agents on each landing page, Globrix has a property of the week slot, plus a slot for other advertisers to appear.
Chief executive Daniel Lee said the firm is due to do a tour of media agencies, starting this week with MindShare and Carat.
While the start-up property search engine will begin its roll-out across News International sites, talks are under way with third-party digital media owners.
Lee has set a target of between one million to 1.4 million unique users a month by the end of 2008 and is looking to expand Globrix’s reach to the east coast of the US before hitting other countries.
Additionally, plans are afoot to apply Globrix’s technology to other sectors. However, before this happens the company wants to concentrate on the property market.
Lee said: “We could go into other sectors, but the possibility of going global and building a brand synonymous with property search is a good position to be in.”