Page 24 - Adnews Magazine November-December 2021

About Gumtree Media
Gumtree connects brands
to life’s full circle. Reaching 1
in 3 Australians across 150+ shopping categories, Gumtree is the connection point for Australians trading in their local neighbourhoods, living in the mix between old and new. Gumtree’s vision is to become Australia’s number one native advertising and audience offering, providing marketers an opportunity to tap into the growing multi-billion dollar Circular Economy.
Visit gumtreeforbusiness. com.au for more.
People & Partnerships:
Gumtree, CarsGuide &
Autotrader’s New Media Team
Newly appointed Director of Commercial Partnerships for Gumtree, CarsGuide
and Autotrader, Shannon Fitzpatrick, brings together a national team of media, adtech and data specialists to strengthen partnerships and unlock new advertising opportunities for brands and agencies.
A
Featuring talent from the com- bined businesses, the team offers a refreshed advertising proposi- tion that includes new first-party data technologies and native advertising products, providing advertisers with a strong plat- form to scale their campaigns across the network’s 7.8m unique monthly users1.
Shannon Fitzpatrick, Director of Commercial Partnerships, said: “As Australia’s favourite C2C mar- ketplace2, now bolstered with leading automotive content, our partnerships team can work closely with brands to tap into our network’s highly transactional audience. Depending on their individual campaign objectives, we can help educate and inf lu- ence consideration and drive pur- chase behaviours in the moments
that matter, with 81% of users taking purposeful actions to buy on their last visit to Gumtree.”
Central to this innovative advertising offering is the network’s new data technology, Audience Engine, that analyses data signals from the combined audience, including 3.5 million logged-in users3 across the network’s horizontal and automotive marketplaces, to create a unified 360° customer view. This holistic perspective provides brand partners with near real-time customer insights informed by on-site signals, users’ profile data (including category and product interests) and marketplace buyer and seller behaviours, giving advertisers the ability to connect with their future, near and in-market customers.
Looking ahead at the next 12 months, Shannon Fitzpatrick, said: “At Gumtree, we are in an enviable position to have a front row seat to the growing Circular Economy. We know what Australians bought yesterday, and we know what they are buying and selling today, which enables us to predict what Australians are likely to need tomorrow. As brands prepare their 2022 marketing strategy and media plans, we invite them to speak to our new partnerships team to discover the opportunities to target specific life stages and purchase intent across our network, with advertising solutions for every objective.”
Erin Holt, Head of Partnerships
Erin is a devoted team leader, experienced in creating high performing sales teams with 15 years’ experience in media. As Head of Partnerships, Erin is focused on providing story-led solutions for brands fuelled by data and driven by audience insights. Erin is particularly passionate about the opportunity that exists for brands to become more sustain- able in their marketing efforts, in order to adapt to changing consumer needs and grow the circular economy. Erin also loves the chance to understand brand partners’ specific business ambitions to create effec- tive audience connections that go beyond the everyday.
Tim Lloyd, Senior Manager, AdTech & Data
Tim leads the native marketplace product suite and data-first adver- tising offering, including the recent development of the network’s new powerful data technology Audience Engine. In the fast paced and ever evolving advertising ecosystem, including the notable depreciation of cookies, Tim is passionate about creating innovative solutions built on first-party data, leveraging the network’s unique position to unlock opportunities for advertisers to discover and attract new audiences.
Tim Flattery, Head of Innovation Labs
Tim is a media innovator with a strong c-suite background and interna- tional experience across digital publishers, agencies and broadcast/ streaming creators. Now head of innovation at Gumtree and CarsGuide Labs, Tim is responsible for developing new ad products, bespoke brand content and leading an ambitious pipeline of tech innovation sourced
s the cross-network opportu-
nities between Gumtree, CarsGuide and Autotrader con- tinue to grow, Shannon Fitzpatrick, the newly appointed Director of Commercial Partnerships for the extended lifestyle and auto net- work, is intent on strengthening brand and agency partnerships in 2022 with a focus on advertising efficacy and attribution.