Gumtree Media reaches 8.5m Aussies across Gumtree, Carsguide and Autotrader
Gumtree Media is now reaching more than 8.5 million unique Australians across Gumtree, CarsGuide and Autotrader. Meanwhile CarsGuide, now reaches 3.3m across the Gumtree Cars, CarsGuide and Autotrader platforms.
Nielsen Digital Content Planning Data revealed the insights in new research, which shows that Gumtree Media now has hundreds of thousands of additional data points to pinpoint consumer trends for advertisers across the three automotive sites.
Each of the three sites delivers competitive results in specific areas within the automotive sales industry. Nielsen found that CarsGuide is the #1 site for automotive editorial, while Gumtree is the #1 destination for privately listed cars.
Autotrader was found to be the #2 site in Australia for dealer network customers.
The three sites also provide advertisers with competitive opportunity to reach Australian car buyers, with nearly half of the combined Gumtree Cars, CarsGuide and Autotrader unique monthly audience not visiting Carsales.
CarsGuide Autotrader Media Solutions national sales director, Carl Davies, said the partnership is “unmatched in its knowledge of consumer behaviour”.
“With CarsGuide a key player in the automotive industry, we provide an unparalleled opportunity to reach more auto intenders than ever before, and we’re delighted to see our new combined deduped unique figure showcase this strength.”
Gumtree Media is also working with new partners LiveRamp and Infosum to offer customers the ability to use first party data to build customised relationships with advertiser audiences, increasing data performance and limiting inefficient ad spend.
Gumtree Australia director of advertising, Shannon Fizpatrick, added: “We are now in a uniquely strong position, with access to three sites providing the ability to create a multidimensional view of our customer across multiple retail categories.”
According to Mood Analytics, Australia’s second-hand car market experienced a “year like no other” in 2020, with prices jumping an average of 35%. In a January press release, Mood suggested that demand has likely peaked, and that vaccines would probably see more people return to public transport in 2021.
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Zanda Wilson was a reporter and podcast producer at Mumbrella, specialising in radio reporting. He left Mumbrella in September 2021.
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