Australian Community Media (ACM) has taken a significant step forward by partnering with email ad server Passendo, marking a first for publishers in Australia. This innovative collaboration aims to enhance ACM’s newsletter offerings across a network of over 80 regional, rural, and suburban titles.
The revamped newsletter strategy allows advertisers to reach audiences through direct insertion orders (IO), programmatically, or via a premium publisher marketplace. This initiative leverages first-party data to target various audience segments, including agriculture, property, auto, sport, travel, and finance, ensuring precision in advertising efforts.
Tony Kendall, managing director of ACM, highlighted the strategic importance of this partnership. “Our audience’s connection to our brands is strongest within our newsletters, which serve as a daily briefing for millions of Australians each month,” he stated. This enhanced functionality allows ACM to offer hyper-targeted, first-party data-driven advertising opportunities that were once exclusive to web platforms.
Andreas Jensen, CEO and co-founder of Passendo, emphasized the premium nature of the email environment. By implementing Passendo, they are providing a superior, privacy-first experience for both readers and advertisers.” This approach not only caters to the demands of advertisers but also prioritizes user experience, addressing growing concerns about privacy in digital marketing.
ACM boasts a reach of over 5.2 million people per month across nearly 100 brands, a testament to its strong presence in the Australian media landscape. Passendo, established in 2016 and represented in Australia by Allegiant Media, brings cutting-edge technology to this collaborative effort, further enhancing the capabilities available to advertisers.
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