Gumtree shows the way in usage of integrated media

I saw a Gumtree South Africa TV ad during tonight’s ETV News for the first time. What drew my attention to the ad was not the captivating message or the rather poor quality thereof, but the fact that this “free” online local classified ads service – with roots in London and now a footprint across 76 cities and 11 countries – is using old media in its communications mix.