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.
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.