There’s a running joke about how, every year for the last decade, our industry has confidently prophesied, ‘this will be the year of mobile’.
Perennial predictions aside, one thing’s for certain: user dependence on mobile devices is growing and with it, so too are the opportunities for publishers to innovate. At Gumtree, this is something we acknowledged a long time ago, which is why we’ve focused our efforts on creating a fast, simple and rewarding experience for all small screen users.
80% of our users now come to us using small screen devices and whilst we have been quick to adapt to this, the advertising industry has, in many ways, remained primarily focused on larger screens.
As a result, we find ourselves at the vanguard of this new movement, adopting and promoting better standards and practices. Our decision to never show pop-up full-screen advertising is an example of this – it can be annoyingly intrusive on a small screen. Instead, we’re focussing on more integrated concepts, working with third-parties to offer services that are highly relevant to our users and seamlessly woven into their user experience. Based on our belief that the banner will soon be redundant, we’ve also been working with our partners, Google and Twitter, on a fantastic new native ad experience.
The convergence of text, video and display advertising into these native formats is proving to be both exciting and challenging, but we are extremely committed to delivering advertising that is highly relevant and unobtrusive.
We’ve embarked on this journey in the belief that a lighter, more relevant, custom advertising experience is the future and hope to inspire other publishers to follow.
79% visits from small screens – Gumtree internal data (GA) at 22nd April 2017