So as you know Gumtree is the No.1 classified site and it’s focus is around interlinking people, this being that everyone who comes onto Gumtree is going through a life stage, whether it is getting a loan for mortgage, searching strollers for a new baby, or buying a new car. It’s something which resonates with everyone at different life stages. So as you know gumtree is the no 1 classified site and what were trying to achieve is a common ground
Gumtree is all about community, its has an end to end functionality and essentially people serving people trading products. What we wanted to create was a site where community is key and engaging between users.
Gumtree is the no.1 classified site, with seven strong verticals, through our recent funding from eBay we have tried to move away from being purely transactional with shorter dwell times and this has been translated through becoming responsive but also through our more interactive formats. Now our users are having an average dwell time of around 8 minutes…
What differentiates us in comparison to other publishers is our ability to target users who are in market and having an audience which is around 68% ABC1 means our users have disposable income to spend, it also means having our 7 strong verticals we are able to target such hard to reach audiences such as landlords, or students which are typically hard to reach, this can be done via listings, landlords who typically post frequent listings etc. or students who are researching University accommodation who specialised landlords.
Our audiences also have scaled and reach with around 14m UU’s per month and hitting around 30% of the population. How we devise these audiences is through a combination of ways, being audience, behaviour, contextual, keyword and location
Obviously viewability is something everyone is talking about, viewability is key. The industry average is around 70% which we are meeting now, we were voted No.1 ranking in ComScore in a recent survey. We now have floating ads which are 100% in view and here is an example. Floating ads only applicable on SRP & VIP’s
Location, is created via 3 ways, IP, Postcode and also outcode, this can be beneficial in ways to target localised bank branches for Barclays as a whole and has been also been used for clients such as Odeon Cinemas and also Post Office or dealerships etc.
OLD GUMTREE HOMEPAGE NEW GUMTREE HOMEPAGE
FULLY RESPONSIVE OVERHAUL
LEGACY SITE RESPONSIVE SITE
FULLY RESPONSIVE OVERHAUL – IMPROVED FUNCTIONALITY
AVERAGE DWELL TIME SPENT PER VISIT
Google Analytics, April 2015
STRONG DWELL TIMES CROSS-PLATFORM
Gumtree has more home movers per month than Zoopla, Rightmove and Prime Location