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MORE buyers access Carsguide, Autotrader and Gumtree than any other new and used-car platform with almost half its audience ignoring, according to the latest Nielsen Digital Content Planning data.

Nielsen reported that Carsguide reaches 3.3 million unique Australians across the Gumtree Cars, CarsGuide and Autotrader platforms.

Carsguide said this shows it is the number-one brand for automotive editorial content and that its position gives advertisers the opportunity to reach an audience “with real intent with targeted consumers actively searching for their next vehicle.”

The research also said that Autotrader is the second most popular brand for dealer network customers.

“The data also reveals that almost half of the combined Gumtree Cars, Carsguide and Autotrader unique monthly audience aren’t visiting Carsales, providing advertisers with a competitive opportunity to reach Australian car buyers,” Carsguide Autotrader Media Solutions (CAMS) said.

Carl Davies

CAMS national sales director Carl Davies said: “The Gumtree, Carsguide, Autotrader 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.”

The Neilsen data also showed that Gumtree Media now reaches more than 8.5 million unique Australians across the Gumtree, Carsguide and Autotrader platforms and that this provided further opportunities for advertisers.

“This is the first step towards Gumtree Media’s 2021 strategy, to be Australia’s best native and data offering,” Mr Davies said.

“Gumtree Media will now have access to hundreds of thousands of additional data points to help pinpoint consumer life stage personas, trends and behaviours across the three sites.”

Gumtree Media will work 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 eliminating inefficient ad spend.

Shannon Fitzpatrick

Gumtree Australia director of advertising, Shannon Fitzpatrick, said: “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.”

In a statement, CAMS said: ““With the ability to create a multidimensional view of the customer journey across multiple retail categories, and the opportunity to move away from the narrow one site viewpoint, the three platforms enable brands to capture a breadth of information across the customer journey, providing superior access to advertisers.”

Gumtree connects more than seven million buyers and sellers each month with more than three-million live listings across hundreds of categories.

CAMS said its automotive classifieds and editorial sites “connect informed buyers with more than 2500 Australian dealers”. It is based in Sydney, staffed nationally and employs about 100 people across the Carsguide and Autotrader brands.

According to Neilsen Digital Content Ratings (January 2019 to March 2020), Carsguide has Australia’s top automotive editorial audience with content covering car reviews, news and advice.

By Neil Dowling

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