Our data tells a story about Kiwis’ lives as they view, search, watchlist, buy and sell on Trade Me. To bring you better insights on our diverse audience groups, we’re shifting the focus of our advertising business to be audience-led.
We’re changing our name of our team too, from Trade Me Advertising to Trade Me Audience.
Our view is that ‘traditional’ online advertising (which has been around for about 25 years) needs to be more sophisticated to serve advertisers. We know they need more targeted and useful methods of reaching the people best suited to their campaigns.
By shifting our focus explicitly towards audiences, advertisers will use our data and insights to inform their plans and deliver more relevant messages. For example, through our data, we can unearth that people in the audience intending to buy an SUV are also looking at lifestyle property, watersports and pets.
We build a picture of their lifestyle and why they are a perfect target for that particular vehicle. We’ve got insights like this for 178 audience groups and counting, as we’re growing and updating these every day.
The audiences are created from the 1.8 million active members in an average month (and 800,000 on Trade Me each day), with data science bringing together millions of historic and real-time interactions for curated audiences. The insights generated help challenge (and support) media and business strategies, and deliver the right message at the right time via the right creative.
We know it works too. Our Audience Insights product won the IAB NZ Digital Product of the Year.
*Monthly average, June – August, 2018 Google Analytics, Trade Me.
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