Gumtree launches new ad platform

The local marketplace platform is pitching a full ad offering to brands

Example of the new brand creative from Gumtree
Example of the new brand creative from Gumtree

Online marketplace, Gumtree, has released a new advertising platform combining first-party data, predictive purchasing technology, new native products and content innovations aimed at enabling brands to engage with customers.

Gumtree Australia director of advertising, Shannon Fitzpatrick, said Gumtree Media’s new advertising offering allows partners to connect their brands to life’s full circle.

“It provides 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,” Fitzpatrick said.

Gumtree said it has a combined audience of 8.5 million Australians with Carsguide and Autotrader. Through the new Audience Match product and with the launch of Gumtree Labs, Gumtree can now work closely with brands to design bespoke solutions tailored specifically to each client’s needs.

Fitzpatrick pointed to Gumtree’s wealth of first-party data as its point of difference. “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,” he said.

For the last few years, the online marketplace has been investing in its DMP, programmatic advertising capabilities and first-party data to create a marketing engine via the platform. Now Gumtree Media has partnered with Liveramp and Infosum to launch Audience Match, which aligns client databases with Gumtree’s compliant and secure marketplace to provide brands with greater insights into customers.

Gumtree Labs offers additional content and entertainment, including online retail and brand experiences, brand journalism, interactive and 360 video, native display formats and rich display advertising. Audience Match and Gumtree Labs combined with new native products give Gumtree Media one of the most innovative and creative platforms to help brands cut-through and get results.

“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,” said Fitzpatrick.

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