Gumtree Media Unveils Data Tech Partners To Enable Precision Targeting With Real-World Attribution
Gumtree has announced new data technology that maximises efficiency for advertisers by providing pinpoint targeting at every stage of the customer journey, while facilitating online and offline attribution.
The innovative offering leverages Gumtree Media’s new data partners, smrtr and Lifesight, as well as its 360° unified customer view of the Gumtree network audience, which includes 7.8 million monthly users* across Gumtree’s marketplace and automotive platforms CarsGuide and Autotrader.
Gumtree Media’s new data technology, Audience Engine, taps into data signals from Gumtree’s combined audience, including 3.5 million logged identities across the network’s horizontal and automotive marketplace, creating a unified customer view. This holistic view provides brand partners with near real-time customer insights informed by on-site signals, users’ profile data (including category and product interests) and marketplace buyer and seller behaviours, giving advertisers greater access to their future, near and in-market customers.
Through its new partnership with smrtr and Lifesight, Gumtree Media enables advertisers to help pinpoint audiences for maximum campaign efficiency and attribute online and offline campaign effectiveness.
smrtr’s second party data, which comprises demographic information, car ownership and finance data, is layered with the Gumtree network’s first party data to build out Life Stage Audiences. This then facilitates the accurate identification of life stage intender audience segments across a range of categories, such as: Movers, Home Improvers, Growing families and Auto intenders, among others.
Gumtree Media is now also able to create campaigns that measure footfall to one or multiple locations by leveraging Lifesight’s capabilities to identify when a consumer enters a landmark location. As a result, a consumer on the Gumtree network who is served an advertiser campaign and then visits a landmark location is recorded as a successful conversion, facilitating real-life attribution and a true view of campaign effectiveness beyond simple online measurement. In turn, this showcases visitation patterns attributed by exposed audiences, enabling brands to optimise their campaigns.
Tim Lloyd, senior manager, adtech and data at Gumtree Australia, said: “Our new Audience Engine offering, coupled with the strategic partnerships with smrtr and Lifesight, put Gumtree in a unique position where we can unlock new opportunities for advertisers to target and attract in-market, near and future audiences. Solutions built on first party data, like ours, have never been more important, and they will become essential as cookies continue to depreciate. We are already working with several Australian top automotive partners to target auto intenders.
Gumtree Media is set to launch sustainable partner packages for brands in 2022
New consumer research by Gumtree Media has revealed consumer behaviour has shifted, including the rise of eco-conscious consumer and the role marketplaces play in the circular economy. To help brand partners connect with customers in this changing landscape, and building on its commitment to support the adoption of a more circular economy, Gumtree has announced that in 2022 the company will be launching incentivised sustainable partner advertising packages. The new packages will be tailored for brands that have corporate responsibility principles focused on sustainability, with more details to follow in the new year.
Shannon Fitzpatrick (main photo), director of commercial partnerships at Gumtree, CarsGuide and Autotrader, said: “We are proud to be an enabler of the circular economy with more than 7.8 million Australians visiting the network every month, but we also want to motivate other brands to embrace circularity so we are celebrating organisations that have sustainability principles at the heart of their business. With our new partner packages, we look to inspire others to adopt smarter and more sustainable business practices. Changing consumer behaviours show what matters to Australians, and brands that understand this will be able to connect with their audience in this space, building stronger and longer-lasting data led customer relationships.”
The move follows the growing estimated value of trading in the Australian circular economy, which could be worth over $48 billion — increasing 89 per cent over the past 10 years. According to the 2021 Gumtree Trading in the Circular Economy report, most Australians (86 per cent) say sustainable practices inform their purchasing decisions when buying brand new or throwing out pre-loved items. In fact, more than 2 in 3 of those who sell pre-loved or unwanted items use the funds they make to invest in new goods.
The growth of circular trading has changed the way consumers shop and their relationship with the concept of the C2C marketplace, leading to key purchase motivations. These purchase motivations have driven Marketplace maturation, with a higher frequency in marketplace usage than ever before. Nearly two-thirds of Gumtree users (64 per cent) visit the platform weekly or more. Users also frequent Gumtree more regularly than most bricks-and-mortar retail stores, with 87 per cent visiting Gumtree monthly or more regularly compared to home improvement/DIY stores (33 per cent) and department stores (24 per cent%).
The majority of Gumtree users (81 per cent) are actively in-market, undertaking an action on their last visit, including searching for a specific brand or item, replying to a listing, listing an item for sale or applying for a job. This shows that the C2C marketplace offering triggers intent at both the buyer and seller level, leading to the rise of the Super intender — a user with high purposeful behaviour. Digging into purchase behaviours, Gumtree Media uncovered that almost two-thirds of people who bought on Gumtree in their last visit were looking for a specific brand or item, while 21 percent of buyers indicated that they actively seek out higher quality or more expensive brands.
Latest News
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.