Gumtree Australia has today launched Gumtree Media, its enhanced advertising offering with a programmatic-first approach which aims to encourage more brands to leverage its 7.1 million vibrant community.
Gumtree Media has been designed to connect brands with customers who are ready to buy, shifting the site’s offering to solutions that are rich in data, consumer insights and closely linked to buying intent.
The move, which also coincides with the launch of a refreshed site design, is intended to connect Gumtree’s active community with leading advertising technology, offering mass reach across multi-screens to deliver real-time results.
Gumtree’s vibrant community marketplace delivers exposure to 7.1 million unique visitors per month. The site offers advertisers the opportunity to connect with a group of active buyers across hundreds of categories – from cars, furniture and clothes to jobs, electronics and sporting equipment.
The site’s real time first-party data also allows advertisers the ability to create custom audiences designed specifically to meet their objectives.
Laura Hill, head of advertising and partnerships for Gumtree Australia commented, “This was a natural evolution for Gumtree and helps to complement the site’s refreshed design, which goes live today.
“Our key accounts will remain core to our advertising and partnership strategy, and the launch of Gumtree Media will provide an enhanced experience for both advertisers and users.
“Gumtree Media combines comprehensive data with leading ad technology – helping to connect advertisers to a range of active buyers on a programmatic basis.
“With more than 7 million Australians visiting the site each month, we’re encouraging advertisers to consider Gumtree as a publisher of choice when they’re planning their media campaigns.”
The key benefits of Gumtree Media;
- First-party data: Quality data to provide better targeting for brands which drives better return on investment
- Transparent viewability: Gumtree provides optimized quality inventory in a trusted environment which is engaged with google active view and Integral Ad Science
- Rich Media: Allowing all advertising campaigns to be brought to life programmatically
- Mobile: Through the site’s partnership with Playground XYZ, Gumtree delivers non-disruptive innovative and high view rich media executions
- Programmatic guarantee: Gumtree provides premium reserved inventory to programmatic buyers
Gumtree will continue to work closely with its key accounts while its enhanced programmatic product offering, which provides mass reach to a vibrant, active audience, reinforces that Gumtree Media is a publisher of choice.