Gumtree Australia is opening up its site to brand advertising for the first time with a new platform that taps into user insights.
The classifieds website, which receives in the region of 3.8 million visits from Australian users each month, is introducing user insights based on the search terms they use, the context of the search, location, user behaviour and users' intent to buy or sell.
Remi Mascio, head of strategy and new business at Gumtree, said: “With the average Gumtree user connecting with us for 42 minutes and viewing 51 pages per month, Gumtree is one of Australia's leading digital destinations.
“This is the first time we're opening Gumtree to advertisers. We're excited to offer brands access to the site and the hundreds of thousands of Australians who visit it every day to buy, sell and find everything from cars to furniture, jobs, real estate and electronics.”
The new ad offering also lets advertisers target high interest categories, such as automotive.
Mascio added: “Buyer demand for Gumtree automotive has grown exponentially since 2012. Then in 2013 we opened the way for car dealers to list on the site and this has resulted in further growth in the number of Australians visiting Gumtree for their next purchase. This positions Gumtree as a key destination for brands to advertise to car enthusiasts and general buyers, and is now the number one site for used cars in Australia.”
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