Gumtree Launches 'Get Found on Gumtree' Media Proposition as Part of Reinvigoration of Brand Platform and Competitive Offering

Gumtree is today announcing the launch of its new media and advertising offering: Get Found on Gumtree. The new proposition, which promises to capitalise on the platform’s substantial reach and the quality of its audience, will help brands connect with in-market buyers through the use of first party user insight and a range of high impact formats including native and display advertising, as well as content marketing partnerships. 

Founded in 2000, Gumtree is one of the largest classifieds sites in the UK, used by one in four adults every month*. It has grown from a website created to help London’s expats settle into a new city to a vibrant buying and selling community that allows users to discover jobs, motors, property, small businesses, services and community groups in their local area and which thrives on the circular economy. The refreshed offering will allow brands to tap into the in-market mindset of Gumtree users, as well as help them reach Gumtree’s unique and targetable audiences which include: Business Starters & Decision Makers, Generation for Good, Growing Families, Home Movers and Improvers and In-Market autos. 

“Our users love Gumtree because we help them find what it is they need at that point in time - whether that’s a pre-loved sofa in the right colour, that kitchen gadget that everyone is now using or a car with a few miles on the clock. People using our site are actively searching for a good find, which is why our listings and display work together so well, as our users are open-minded about where it will come from,” says Simon Sarahs, Commercial Director at Gumtree.

“We connect millions of people with what they need everyday, but it’s a desire for choice that really defines our user base. Advertising on Gumtree works - and works hard - for the simple reason that our users will engage with a brand advert for a new version of whatever it is there searching for, as well as browsing our site,” continued Sarahs. “We like to say that they’re both sticky and switchy, because advertising on Gumtree adds to their choice and the overall user experience.  

With the phasing out of cookies, having an in-depth knowledge of your audience is obviously crucial and Gumtree’s depth of first party user insight means its advertising solutions are powered by life as it happens. The company’s insight into consumer behaviour and retail trends, provides opportunities for brands to reach an engaged audience based on in-market signals, in a safe and responsible way which is scalable and well-targeted.

The launch of the media offering follows Gumtree’s recent refresh of its brand platform ‘Good Finds’ and the launch of new creative work to bring this to life, championing the site’s role as a connector and celebrating everything that people know and love about Gumtree. This has also created new content marketing opportunities for brands as Gumtree has recently launched two new editorial platforms: Gumtree Cars and Gumtree Lifestyle. These platforms have been built to help users celebrate their Good Finds, by providing information to ensure they’re making informed decisions, with content to spark ideas and fuel user interests. With an editorially-led approach, these new platforms are an exciting new addition to the advertising solutions available through the Gumtree platform.

“We’re now able to offer a full stable of advertising solutions to brands to enable them to connect with Gumtree users in a way which works best for them. The ability to offer content partnerships, helping our customers to land in-depth messages in a way that is engaging and interesting to Gumtree users, opens up new possibilities and we’re looking forward to bringing these to life on site. We’re proud of the fact that advertising on our site works - for brands, agencies and, most importantly, for our users,” concluded Sarahs.

“We love working with Gumtree because its audience and targeting capabilities are unique. We intelligently use the site’s first party user insight with digital signals to pin-point and reach audiences when they are at ‘Moments of Flux or Change’, helping us to tailor the right message to the right audiences at important life stages.” Graham Cox , VW Group Manager, PHD Media.

For more information about advertising with Gumtree, head to: https://www.gumtree.com/info/life/media/