Unlike other beacons,
this one may shine on

Scripps Interactive is rolling out its first original production online, real-estate site Frontdoor.com, reports Advertising Age.

The site taps into Scripps' storehouse of video content related to housing and other home-related issues, adding value to people searching for a home.

The plan appeals to the engagement factor on real estate listings, especially to the young adult audience Scripps hopes to attract to the site.

Advertisers looking to tap into that same audience — young people making important, life-altering investments — have come aboard the site's launch. They include Coldwell Banker, General Motors and Citibank.

Frontdoor competes in the online home value information market with players like Zillow and Yahoo Real Estate.