gumtree-for-businessgumtree-jobsgumtree-mediagumtree-propertygumtree-services
3 Mobile

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

Gumtree would like to thank Mindshare for generously writing and contributing to this case study.

The objectives

  • To support Three’s price promotion in summer 2016, in addition to standard business as usual (BAU) activity.
  • To reach in-market users and drive traffic to site, with the secondary challenge of re-engaging through BAU activity, bridging the gap between brand and DR.

Why Gumtree?

Gumtree provided the campaign with a wealth of data, offering multiple targeting opportunities. For this campaign in particular, in order to prospect new potential customers and drive users down the funnel, we were able to utilise high reach placements as well as more targeted activity (for example users shopping/purchasing second hand devices, utilising SIM messaging).

We hadn’t run activity with Gumtree before, but the platform was a natural fit for this section of the campaign.

The campaign

Gumtree’s approach was a combination of high impact HPTOs on both desktop and mobile, supported by ROS floating DMPUs, billboards, interstitials and mobile banners, all targeted to the smartphone intenders audience. It was a fully integrated response, utilising a range of Gumtree’s higher impact formats with accurate, focused targeting.

As around 50% of site traffic comes from mobile devices, it was important that we ran the activity across mobile as well as desktop.

Results

Gumtree was by far the standout performer in the first burst of activity driving the highest CTR, and lowest CPC and CPA. In addition to this by reconnecting with the user at multiple stages of their purchase journey Gumtree were able to drive the highest volume of orders of any partner.

For the second burst of activity, we refined the plan only retaining best performers. Once more Gumtree was the fore runner, driving a significantly higher share of total conversions than their share of budget.

As a results of this impressive performance, Gumtree became a partner on our BAU DR activity, where they have continued to perform strongly, delivering consistently competitive CPAs, particularly on mobile.

As well as CPA, we are starting to judge performance on viewability. Gumtree also excels in this area delivering around
70% of ads in view
.

Previous Success story