Online marketplace Gumtree has launched new advertising offering for trade partners using first-party data, predictive purchasing technology, new native products, and content innovations to help brands better connect with audiences and drive outcomes.
Gumtree has a combined audience of 8.5 million Australians with Carsguide and Autotrader.
The new offering uses data tools to target consumer journeys while mapping trading activity to indicate purchase intent.
Gumtree can now work closely with brands to design unique and bespoke solutions tailored specifically to each client’s needs with its new Audience Match product and the launch of Gumtree Labs.
Gumtree Media aligned with data partners, Liveramp and Infosum, to launch Audience Match.
New products available under the Gumtree Labs suite include online retail and brand experiences, brand journalism, interactive and 360 video, native display formats and rich display advertising.
“The Circular Economy is a multi-billion dollar economy and one of the most important cultural and consumer shifts in years," Gumtree Australia director of advertising Shannon Fitzpatrick says.
"It’s a massive opportunity for marketers to tap into, and with one in three Australians trading on Gumtree, our platform is an integral component.
“Gumtree Media’s new advertising offering allows partners to connect their brands to life’s full circle, providing unique opportunities to effectively tap into audience life-stages and major moments of change. These life-stages are when people are most open to exploring new products and services, so they can upgrade, save and buy new.
“Our point of difference is unlimited access to a wealth of first party data listening and trend watching, we know Australians like few others. We know what Aussies wanted to buy last week, what they’re buying today – and we can help brands predict what they’ll buy tomorrow. We can target customers by intent, category interest or demographic factors.
“Our new offering lets us individually tailor advertising solutions for brands, and with new native advertisements on the site and innovations like Gumtree Labs that offer entertainment while on the platform, we can give each customer the right message at the right time.”
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