Against a challenging market backdrop, Permutive improved the performance (scale and CTR) of Gumtree’s direct advertising campaigns, leading to higher rates and new business, up weights, and renewals. Wider insights have helped Gumtree broaden their advertiser industry mix, with more than half of new business coming from non-motors advertisers. Key verticals outside of motors include B2B and recruitment; and secondarily home and retail.
Increase in available audiences
Gumtree has almost 600 available cohorts in Permutive, an almost 100% uplift versus its former platform. Over the past 12 months, over 22m impressions have been targeted to new ʻlookalikeʼ and ‘clicker’ audiences, extending campaign reach and improving performance of campaigns, as well as representing nearly £90k of revenue.
New business through insights
Permutive helped Gumtree re-focus on non-motors verticals, supporting advertisers with proactive insights and relevant audiences to win more new business.
Gumtree is creating deeper relationships with advertisers and starting to see some clients book on an ongoing basis, even changing their strategy around creatives and targeting based on insights Gumtree is able to provide.
Victoria Trevillion, Head of AdTech at Gumtree, says: “I’d like to see this collaborative approach to all campaigns, as insights from both sides can feed a virtuous circle of optimisation. As cookie deprecation reduces visibility on the buy-side, advertisers can trust publishers to make their budgets work, but the best results come from both sides working closely together. We’re all committed to getting the right result for the advertiser.”
Gumtree has access to far improved audience insights via Permutive, such as cohort indices and overlap. The publisher uses these to improve campaign performance mid-flight as well as provide clients with post-campaign recommendations. This has proven critical to winning budgets and rebookings in a competitive market.
For example, Permutive worked with Gumtree on post-campaign analysis for a used car brand and found that users exposed to the campaign had a strong interest in various auto brands and were 7x more likely to be interested in electric vehicles. Gumtree were able to leverage these insights to win new business for a related brand, running a successful campaign for electric vehicles.