Gumtree embraces Web 2.0

Gumtree has embedded YouTube clips into ads

Online classified advertising site Gumtree is embracing Web 2.0 technology including interactive maps and YouTube video clips embedded into ads.

The site, which allows users to post classified ads selling anything from tickets to accommodation, receives more than 100,000 new ads every week and three million visitors to the web site each month.

But it wants to increase user interaction to drive an increase in visitors to the site and boost sales, says Gumtree head of technology Phil Chambers.

‘We are already growing quickly and recently broke into the top 20 most popular web sites in the UK,’ he said.

The site recently introduced integrated maps that allow users to find exactly where advertised properties are located. It is currently planning to roll the feature out to eight global sites, including Australia, New Zealand and Hong Kong.

The firm has also introduced video content, allowing users posting ads to embed YouTube clips about advertised items.

Gumtree also automatically updates category searches using visitor-generated search data to highlight the most popular searched items so customers can view recent trends.

‘We are also thinking of adding user profiles and allowing comments and user generated comment on ads,’ said Chambers.

‘We are not trying to replicate Facebook, but Web 2.0 technology is becoming more popular and we want to take advantage and encourage visitors to talk to each other.’

Web 2.0 is becoming increasingly popular, says Datamonitor analyst Alex Kwiatkowski, but the business case has yet to be made.

‘Everyone is talking about Web 2.0 and how it will revolutionise the internet, but it is a leap of faith and we must wait and see what benefits it can deliver to businesses,’ he said.