Meet our audience

At Gumtree, we have extraordinary insights into the behaviour of a unique audience: people who are buying, selling, searching and interacting across a huge marketplace of goods and services.

*Comscore MMX Multi-Platform, unduplicated Audience for Gumtree Sites’ + Motors.co.uk + Rac Cars, monthly average calculated from July 2018 to June 2019
**Comscore MMX Multi-Platform, Total Audience, monthly average calculated from July 2018 to June 2019

Meet our audience

At Gumtree, we have extraordinary insights into the behaviour of a unique audience: people who are buying, selling, searching and interacting across a huge marketplace of goods and services.

Tightly target, perfectly timed advertising

We understand our audience really well and when they come to our site, they are ready to buy or sell. We combine this insight and intent to help you reach more than 100 audience segments.

The best of both worlds

Gumtree offers scale across a range of vertical categories as well as the ability to get granular with targeting.

12m

Motors users*
(expanded portfolio)

5.3m

For Sale users**

1.5m

Property users**

Our rich first party data provides the basis for targeting three unique groups of people

Sellers

John is an early adopter of all the latest technology and uses Gumtree to sell previous generation models when he wants to upgrade to the latest release. He is currently in the market for an iPad Pro and has just uploaded an ad for an iPad 3 which he has owned for less than a year.

Tech enthusiasts like John can be re-targeted across different devices and can be reached using relevant Gumtree audience segments like 'tech' and ‘smartphone intenders’ audiences.

Buyers

Sara has just bought a car seat for her pre-schooler. Previously she has purchased a baby buggy and nursery furniture.

By using historic data alongside current search behaviour, brands are able to reach parents with children of a specific age, at the right time – from pre-birth to newborns, toddlers to pre-school and school age to teenage.

Browsers

Adam already owns a Ford Focus but is currently browsing 2011 models to get an idea of its sale value. He is also looking at new Audi A3s and A5s.

By analysing purchase history with current search behaviour we can predict when users are about to upgrade their cars. Overlaying other data can also help advertisers get more specific, for example targeting larger 5-door hatchbacks to families.

Success stories

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SkyAcquisition campaign shows the strength of Gumtree’s platform for driving efficiency at a low CPA

This campaign for Sky demonstrates how the Gumtree platform can consistently deliver strong CPA results. A campaign that combined Text Links and IAB formats with context and audience targeting proved a winning formula for Sky in acquiring new customers. Plus, it helped cement Gumtree as a business-as-usual Sky partner.

3 MobileHow Gumtree’s Smartphone Intenders audience was used to deliver the highest volume of campaign sales

In summer 2016, "Three Mobile" partnered with Gumtree for the first time. Attracted by the wealth of Gumtree's data, Three's campaign focused on high impact HPTOs and ROS inventory targeting Gumtree's Smartphone Intender audience. The results saw Gumtree outperform all other campaign partners on CTR and CPA metrics.