Bruce Levine.
The AdNews end of year Perspectives, looking back at 2024 and forward to next year.
Bruce Levine, ACM Chief Technology Officer
A year of strategic investments
Looking back on the last 12 months, what stands out most is our commitment to investing in AI and cutting-edge technologies. Through strategic partnerships with Google, AWS, and Grammarly, we’ve set the foundation for a future-proofed media ecosystem. This investment is not just about adopting new tools; it’s about harnessing tech to deliver smarter, more targeted marketing solutions that exceed both client and audience expectations.
One of the core drivers behind our progress is our partnership with Salesforce Data Cloud which has powered our customer data platform (CDP), ACM Precision, enabling us to offer unparalleled targeting capabilities across our network and external partners. Through the power of first-party data and AI-driven insights which are identifying patterns of behaviour not obvious through standard analysis, we’re able to provide an unparalleled understanding of our regional and rural audiences. Their desires, aspirations, and predicted behaviours are at the forefront of every campaign, enabling us to deliver messages that resonate extraordinarily well.
Everyday more regional Australians are staying informed using our network and they do so in multiple ways including written content via our websites, apps and newspapers, audio through video and vodcasts, and physically at local community events and field days. We know our audiences intimately, digital audience engagement is growing as consumer behaviours change, and with this integrated understanding of their behaviour we’re able to create powerful strategies on how best to keep engaging them.
The need for community connection has never been stronger
We’ve recognised a significant shift in consumer behaviour, particularly when it comes to online transactions and the growing desire for community connection. This insight has led to the launch of Noticeboard, a new space designed to foster local engagement by showcasing what's happening in communities across Australia. This, coupled with our revitalised Classifieds offering, means we can now offer a holistic community hub where individuals can transact, connect, share and engage with one another.
Our commitment to community - our mission, after all, is to keep them strong, informed and connected - has been bolstered by sophisticated data ingestion tools, integrating third-party providers such as RFS and Snap Send Solve. This bespoke capability means that our UX is as local as our journalism. These tech solutions have enhanced our digital classified proposition, giving users a seamless experience and providing advertisers with more precision when looking for local customers. We’re already excited about what’s next including a trades and services listings product, further enriching the experience for both our communities and the businesses that service them.
Scaling AI to grow our digital footprint
Looking ahead we see immense potential for scaling the benefits of AI across our business. Our aim is to utilise AI not just as a tool for enhancing productivity but also as a catalyst for better insights and more efficient operations. As we continue to expand the capabilities of ACM Precision, we’ll be able to enrich and further refine our targeting capabilities and provide personalised, engaging experiences to our digital audiences.
In our Ag network - ACM Agri, we are using AI-driven data to target agri and farming segments with unparalleled precision, offering advertisers a unique opportunity to reach one of Australia’s most valuable target markets. The power of AI enables us to target these segments on an unprecedented scale, delivering results that are both meaningful and measurable.
There’s been much discussion about the role of AI in newsrooms. At ACM, we believe that AI isn’t a replacement for human expertise— but it’s a tool that certainly can complement and enhance our capabilities. Across various divisions, our teams have embraced AI to streamline workflows, generate insights, and provide a more efficient service to our clients. It is the cornerstone of our future, positioning us not just as a leading media company but as a forward-thinking, tech-driven business ready to take on the challenges of the next decade.
As we scale these innovations in 2025 and beyond, we’re excited about the possibilities that lie ahead. For our audiences, it means we will continue to provide the most relevant content and experiences that truly resonate with their lives and communities. And for our advertisers it’s about better outcomes, greater efficiency, and more meaningful connections with their target markets.
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